2024 is witnessing the rise of 'Sephora tweens', young consumers from Gen Alpha diving into beauty at unprecedented ages. Social media, especially TikTok, is shaping their beauty habits, promoting skincare over traditional makeup. Brands are rapidly adapting to this trend with tailored marketing strategies, focusing on relatable messaging and vibrant packaging. However, the conversation also addresses the risks associated with exposing tweens to unsuitable products, emphasizing the need for education and ethical marketing.
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insights INSIGHT
Generation Alpha Shops Earlier And Broader
Gen Alpha shops younger and has far more brand choice than previous generations.
The D2C wave since 2014 multiplied niche brands that target teens and tweens directly.
insights INSIGHT
Viral Culture Pulls Tweens To Prestige
TikTok trends and celebrity-led brands steer tweens toward prestige retailers like Sephora.
Prestige brands gain young buyers by being culturally visible and aspirational online.
question_answer ANECDOTE
Niece Learns Brands Without TikTok
Priya describes her 10-year-old niece suddenly naming buzzy brands at Christmas despite not being on TikTok.
The niece learned brand culture from friends and the wider zeitgeist, not direct platform use.
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2024 has brought forth the arrival of the “Sephora tweens,” which refers to members of Gen Alpha (roughly defined as those born between 2010 and 2024) who have enthusiastically taken to buying up skincare and makeup. This phenomenon, driven largely by beauty-related chatter on social media, has resulted in a new wave of brands catering specifically to this younger demographic.
“There are now teen brands, tween brands, 20-something brands, 30-something brands. … I think we can thank the DTC movement and everything that happened from 2014 on for this kind of innovation,” Rao says. “There's been a total disruption in beauty overall with challenger brands like Glossier that have come and really taken market share away from the big conglomerates and companies … that have been household names for a really long time.”
This week on The BoF Podcast, senior correspondent Sheena Butler-Young and executive editor Brian Baskin sat down with Priya Rao, executive editor at The Business of Beauty at BoF, to delve into how tweens have taken over the beauty aisle and what this means for the future of the industry.
Key Insights
Kids have long experimented with beauty products, but today, they’re starting earlier and earlier. "If you look at social media today, it's not just 10-year-olds or 11-year-olds. There are 5- and 6-year-olds putting on makeup and trying different lipsticks and lip glosses," shared Rao. This early engagement with beauty is not just a passing trend, but is becoming a norm, fueled by the accessibility of products to try in stores like Sephora and the influence of social media platforms like TikTok.
Another driving force behind this trend is the rise of celebrity-led beauty brands that resonate with young people. For example, Rare Beauty, founded by Selena Gomez, not only offers products but also promotes mental health awareness. "Tweens and teens can identify with these brands not just because of the products, but because of what they stand for," explained Rao.
The proliferation of skincare products has also led to some confusion and concern, with tweens using products like retinol that are meant for an older demographic. Brands and influencers play a crucial role in teaching young consumers what’s right for their skin. "Fear is not the way to lead here. It's about education first," advised Rao. Brands must strike a balance between engaging young consumers without overwhelming them with too many steps or products.
As the beauty industry continues to evolve, brands that wish to stay ahead will need to be responsive to the needs of Gen-Z and Gen Alpha consumers. "Smart companies have to be agile and constantly communicate with their customers," noted Rao. This means reflecting the diverse experiences of young consumers back to them, whether through representation in ad campaigns or through the products themselves.
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