Following the ‘Sephora kids’ controversy (see Tackling Tween Beauty), a new wave of consciously created, colourfully packaged cosmetics for young skin is flooding the market, and responsible adult-facing brands are approaching the cohort with caution. While Gen Zers are anxious about ageing, Gen Alphas favour holistic skin health and sensory suncare from trusted influencers and peers.

While Gen Alpha beauty is a sophisticated, diversified space, teen issues remain the same: hormones, acne, excess sebum, sweat and body odour. Aspirational, accessible and age-appropriate body and personal care that banishes any stigmas and boosts self-esteem offers huge potential, particularly in the boys’ category.

Gen Zalphas increasingly value beauty as a means of creative expression and escapism: 96% of Gen Z girls believe they can create moments of joy in their lives (Hello Sunshine/YPulse, 2025.) Here’s where the transformative power of make-up, sensory skincare textures, customisable scent and aesthetically pleasing collectable products combine to offer moments of hedonistic happiness.

While Gen Alphas believe in ethical consumption and environmental and social causes, limited financial resources and product accessibility restrict their ability to practise what they preach. Brands are responding with safe, sustainably sourced ingredients, authentic activism, philanthropy and storytelling alongside ecologically sound packaging and refills.