Skincare brands are increasingly on kids’ radars

Skincare is perhaps one of the less predictable entries into Gen Alpha‘s wheelhouse of popularity. However, driven by social media trends and the influence of young beauty influencers, it is a category high on their list. This “pre-juvenation” trend sees even preteens adopting elaborate skincare routines, often inspired by TikTok and Instagram aesthetics. Brands including P.Louise and Bubble Skincare, which use pastel colors and social media-first strategies, have successfully captured this audience. This shift highlights Gen Alpha’s growing awareness of self-care and their desire to emulate the beauty routines they see online, even at a young age.