How young is too young for a skincare routine? Gen Alpha beauty is on the rise, with celebrity kids like North West and Penelope Disick leading the way, and youngsters taking and sharing tips on TikTok
Born into a world where smartphones are children’s toys of choice, members of Gen Alpha have a digital perspective that sets them apart. Social media platforms are not just sources of entertainment: they are an integral part of the social fabric, shaping the views and aspirations of young people – including when it comes to perceptions of beauty and self-image.
“This is the first generation that has really grown up in this digital age TikTok and YouTube they changed the linear TV. So they get all this information because media agencies can easily target them,” Dr. Marni Nussbaum, a dermatologist who specializes in non-invasive aesthetic rejuvenation, told the US morning television show Today in early January. “They want to emulate these videos they’re watching – the problem is they’re being offered products that aren’t right for their skin.”
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Gen Alpha is becoming a key customer base for the beauty industry, and the influence of celebrity kids, especially the Kardashian kids, has been monumental in popularizing two skin care trends. At the beginning of 2023 only nine years old, North West shared her skincare routine, including products from Drunk Elephant and Skkn by Kim, on her shared TikTok account with her mom, Kim Kardashian.
Khloé Kardashian, Penelope Disick, Kim Kardashian, North West and Kris Jenner attend Beyoncé’s Renaissance tour in September 2023. Born in 2012 and 2013 respectively, Penelope and North shared their skincare routine with their followers. Photo: WireImage for Parkwood
11 years old, Penelope Disick, Kourtney Kardashian’s daughterhas also showcased her skincare regime – featuring brands such as Dior and Charlotte Tilbury in posts which, while popular, have sparked criticism and concern over the suitability of such routines and products for children.
The products in question often formulated to address signs of aging such as fine lines and pigmentation, raise concerns among dermatologists. “A cleanser, oil-free moisturizer, lip balm, and SPF—that’s all they need,” says Nussbaum.
Dr. Jeffrey Jackson, a dermatologist and specialist in dermatopathology, suggests that while these products are unlikely to cause harm, “they are unnecessary for young skin, which is naturally equipped to maintain its health at this age.”
Evereden is a premium family skin care brand created by three mothers who are also dermatologists. Photo: Giveaway
Far from using the trial-and-error methods of earlier generations, today’s youth navigate beauty, equipped with sophisticated AI systems and online communities offering instant advice and solutions. Their skills are also not limited to simply absorbing content: they also become creators. A prime example is @garzacrew, an account run by a mother with her twin daughters Haven and Coty, aged seven, from Oklahoma. Their range of content – from showcasing shopping at Sephora to sharing ‘get ready with us’ sessions – has amassed an impressive TikTok following of 4.7 million.
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Alongside the rise of young influencers, brands are emerging to cater to Gen Alpha. While millennials associate with Glossier and Fenty Beautyand Gen Z connecting with brands like Rare Beauty and Rhode, the industry is eagerly anticipating which brands will resonate most deeply with Gen Alpha – among their favorites so far are brands like Evereden, Sol de Janeiro, Elf Cosmetics and Drunk Elephant.
Best known for its Brazilian cream Bum Bum, Sol de Janeiro has proven to be a hit with TikTok influencers. Photo: Giveaway
Following Gen Z’s preferences for eco-friendly products, teens are also reportedly favoring sustainable beauty options. In response, Wonderverse Labs is positioning itself as a Gen Alpha self-care brand focused on teaching healthy habits to preschoolers. Emphasizes cruelty-free and attractively designed products aligned with the values and interests of this younger generation.
Still, the question of whether 10 years is too short for a skin care routine is multifaceted. “On the one hand, there are benefits associated with establishment good skin care habits from a young age,” says Jackson. “On the other hand, the risks associated with using products formulated for mature skin on a younger, developing complexion cannot be overlooked.”
Drunk Elephant says it focuses on “healthy pH levels, formulas that skin recognizes, a small molecular structure that’s easily absorbed, and effective active ingredients” — while omitting six nasties the brand has dubbed the Suspicious 6. Photo: Giving away
Gen Alpha is currently at the forefront of a new era in the beauty industry. Their preferences for sustainable and ethical products, combined with their unique approach to social media, not only influence market trends, but are also likely to dictate the future direction of the industry, both online and offline.
