It wasn’t too long ago that creams, lotions and potions came straight from your mum’s beauty cupboard.
Fast forward to today, and Gen Alpha is skipping the family bathroom cabinet and heading straight to stores such as Sephora, a global personal care and beauty retailer selling everything that a skin-loving, ingredient-savvy, self-care-worshipping tween dreams of.
Gen Alpha’s consumer habits are considerably different to previous generations, with the viral term Sephora Kids referring to Gen Alpha’s newfound love of skincare and beauty.
But what’s fuelling the rise of Sephora Kids and what impact is this having on how brands market their products?
A Sephora Kid defined
Image: Generation Alpha’s interest in beauty products has led to the term ‘Sephora Kids’.
Put simply, a Sephora Kid is part of the Gen Alpha generation, born between 2010 and 2024 and most importantly, a generation growing up in a fully digital world. They can’t recall a time when phones, iPads and social media didn’t exist.
These tweens and early teens may not have even hit puberty yet, but they’re part of a growing trend which is all about embracing skincare and beauty rituals.
This has led to the term Sephora Kids. But it’s not lip glosses and roll-on glitter sticks that this kid is after.
Sephora Kids come with a fully decked out beauty bag, 10-step bedtime skin routine and a love for viral face masks.
They might not be able to drive yet, but they know their ceramides from their coenzyme Q10 and their serums from their salicylic acid. Even retinol – once preserved for the age 30 plus, is high up on their beauty agenda.
What’s fuelling the rise of Sephora Kids?
From left to right: @nishanoelleandfam, @garzacrew, @garzacrew
Growing up in a digital age means TikTok on tap, an obsession with influencers – as opposed to celebrities – and of course targeted marketing, making Gen Alpha feel as though they’re part of a community, which all their friends are talking about.
Gen Alpha is consuming content daily, 24/7. In fact, 57% of Gen Alphas spend more than three hours per day on digital devices1.
For Sephora Kids, beauty-related content fills up their feed. Aspirational beauty influencers are flaunting their latest must-buys – whether that be a £50 moisturiser or a limited-edition shampoo, and Sephora Kids are immediately adding these to their wish list. Tutorials, and how-tos also give Sephora Kids a more in-depth look at new products and tools. After all, they want to be in touch with the latest trends.
The hashtag #TikTokMadeMeBuyIt even highlights Tik Tok’s ability to drive purchases as more Gen Alphas adopt high-end skincare and beauty routines.
The impact of Sephora Kids and how this changes the beauty marketing landscape
Of course, it’s no bad thing that the younger generation are embracing self-care, however it begs the question as to whether a love for beauty and skincare is driving negative body image and self-worth? Could an overuse of certain ingredients such as acids and retinols, actually cause harm to younger skin? What impact would a potential social media ban for under-16s have on Sephora Kids?
For brands, marketing to Gen Alpha has never been more pivotal.
Brands have to balance marketing to both kids and to parents, making products that are fun and exciting, but also safe and gentle. Influencers recruited by a brand also need to be liked by not just the Sephora Kid, but the parent too. After all, it’s often the parent footing the bill for these beauty and self-care purchases.
But, whilst creating a range for a younger audience, it’s also important to consider whether Gen Alpha are actually investing in a product because it’s for women, as opposed to teens. Gen Alpha are carving out their identity and testing their independence, so using adult products, or at least adult-looking products, can often feel like a rite of passage and make them feel mature.
With Gen Alpha spending so long on their phones, interactive shopping experiences such as virtual try-ons, rather than in-store visits, are now key to brand marketing for this group. A category of products for younger, developing skin can also appeal more to Sephora Kids, making them feel as though they’re seen and heard.
Sephora Kids are also more environmentally conscious. They’re looking at the ingredients, packaging and the environmental impact of the products they buy, meaning sustainable practices will garner more recognition.
What should brands take away from this?
Ultimately, this digitally-savvy, beauty-loving generation is playing a huge part in shaping the beauty market. They’re the next wave of adults, finding their feet among a world filled with skin, hair and make-up brands, building loyalty with the brands they love and also helping to shape how brands market their products.
Whether you believe Sephora Kids are empowered or having their innocence stripped from them, this wave of tweens and teens is something which all beauty brands need to get on board with.
Need support ensuring you attract the right audience to your brand? Or not sure what strategy you should take moving forward? Let us help you. Check out our work or get in touch.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
