A seismic shift unfolding in the beauty industry: the rise of Generation Alpha
Our research reveals a seismic shift unfolding in the beauty industry: the rise of
Generation Alpha as the first true "Beauty Natives." With $28 billion in direct spending
power and engagement starting as early as age six, this generation is reshaping traditional
life-stage marketing. We found a 70% year-over-year increase in Gen Alpha’s beauty
spending in 2024 alone, signaling not just early adoption, but the longest customer
relationship opportunity in beauty history. Our study explores the unique psychology,
behaviors, and values of Gen Alpha and Gen Beta, highlighting how the collapse of
the physical-digital divide has given rise to complex “VirtuReal” consumer journeys.
We conclude with strategic insights for brands navigating this emerging landscape
with authenticity, innovation, and responsibility.
Team Members
Joshua Josevski
Assistant Vice President of Marketing | L’Oréal, La Roche-Posay
Joshua Josevski is the Assistant Vice President of marketing for La Roche-Posay at
L’Oréal USA. In this role, he leads an omni-channel marketing team that is responsible
for building both the short- and long-term brand strategies, including retail strategies,
innovation and launch plans, consumer activations, media planning and budget management.
Alejandra Espinosa
Marketing Director | Estée Lauder Co, Frédéric Malle and Kilian Paris
Alejandra Espinosa is an international marketing executive with over 12 years of experience
in the skincare (Clinique), makeup (Clinique and Bobbi Brown), and fragrance categories.
Currently serving as Marketing Director for ultra-luxe brands Frédéric Malle and Kilian
Paris, her experience encompasses both prestige and ultra-luxe beauty brands, targeting
different consumer audiences and creating unparalleled industry expertise.
Haley Spechler
Skincare Marketing Manager | CHANEL
Haley Spechler is a marketer with eight years of experience in the beauty industry.
She currently serves as the Skincare Marketing Manager at CHANEL, where she leads
multiple skincare franchises with a focus on recruitment and consumer loyalty. In
this role, she brings the brand’s vision to life at the local level by driving new
product launches, executing localized strategies, and overseeing Ulta 360 in partnership
with cross-functional teams.
Rachael Larsen
Associate Fragrance Development Manager | DSM-Firmenich
Rachael Larsen is an associate fragrance development manager at DSM-Firmenich, specializing
in New Business Development. She partners with emerging brands to create bespoke fragrances
that reflect their unique identity to their target market. With deep expertise in
the fragrance industry, she helps brands identify white spaces, develop olfactive
strategies, and position themselves effectively in the market.
Kathryn Wanner
Commercial Sales | IFF Inc.
Kathryn Wanner has been an Account Manager at International Flavors & Fragrances for
five years, specializing in the Fabric and Home Care categories. She partners with
consumer goods brands to develop innovative fragrance solutions. After graduating
from FIT, she'll take a six-month position in IFF's Singapore offices to enrich her
international experience.
Alexandra Voigt
Senior Marketing Manager | Coty
Alexandra Voigt is a Senior Marketing Manager at Coty, overseeing the U.S. Ultra-Premium
fragrance business: Infiniment Coty Paris, Gucci Alchemist’s Garden, Chloé Atelier
des Fleurs, Jil Sander, and Tiffany & Co. She leads new distribution strategy and
product launches, partnering with PR, Media, Eventing, and Trade to drive brand growth
and productivity.
Carolyn Kosturik
Global Brand Manager | Unilever, Dove
Carolyn Kosturik is a global brand manager for Dove, leading brand strategy and skincare
product development. With 8 years of experience spanning global innovation, sales,
and local brand marketing - overseeing brand turnarounds to high growth expansions
- she drives business impact through strategic leadership, cross-functional management,
and operational rigor.
Brianna Bookhart
Trade Marketing Manager | Sally Hansen
Brianna Bookhart is a marketing professional with experience in beauty and CPG, currently
supporting Coty’s mass portfolio through trade marketing and retailer strategy. She
leads in-store programs and promotional planning for brands like Sally Hansen, bringing
a balance of analytical thinking and creative execution to drive results.
