GENERATION NEXT

Our research reveals a seismic shift unfolding in the beauty industry: the rise of 
Generation Alpha as the first true "Beauty Natives." With engagement starting as 
early as age six, this generation is reshaping traditional life-stage marketing.

Who They Are

Current age: 1 to 15
2.8 billion: largest living cohort
68% own a prestige beauty product before age 10

Decoding the Opportunity

The Household Influencers: Although they are financially dependent on their parents, they 
invert traditional family purchasing dynamics by assuming primary decision-making authority.
Massive Spending Power: Gen-Alpha’s beauty spending increased by 70% in 2024 alone, signaling not just early adoption, but the longest customer relationship opportunity in beauty history.
Driving Greater Impact: Gen-Z took the industry by storm, Gen-Alpha will catalyze industry evolution. Their population size is 40% larger than Gen Z and they spend 2.3x more on beauty. 

Digitally Integrated Beauty Behavior
66% are discovering, 53% are interacting, but in-store remains vital as 78% make in-store purchases

Your Call to Action

Operation Sigma Playbook: Navigate the emerging landscape with authenticity, innovation, and responsibility

1. MEET THEM WHERE THEY ARE: Foster VirtuReal environments - seamless transitions between the digital and physical world.
2. GROW WITH THEM: Adapt product cycles to meet their rapidly changing biology
3. OWN YOUR IDENTITY: Own your narrative, service your community, and promise with purpose.

Sources: World Economic Forum, 2024; Razorfish, 2024; Razorfish, 2025; BASES Technology, 2024