The Debrief Podcast | How Tweens Took Over the Beauty Aisle – The Business of Fashion

  ## Podcast Alert: "BoF Podcast" Explores Gen Alpha's Influence on Beauty Industry
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Background:
The year 2024 introduced the "Sephora tweens," a subset of Gen Alpha (born between 2010 and 2024) who have shown an enthusiastic interest in skincare and makeup. This trend, largely driven by social media conversations, has seen a surge in beauty brands targeting this younger demographic.
"There’s a total disruption in beauty overall," says Priya Rao, Executive Editor at The Business of Beauty at BoF. She notes that the DTC movement from 2014 onwards has led to this kind of innovation, with brands like Glossier taking significant market share away from long-established companies.
This week on The BoF Podcast, Sheena Butler-Young and Brian Baskin sat down with Priya Rao to discuss how tweens have taken over the beauty aisle and what this means for the industry's future.
Key Insights:


Kids are experimenting with beauty products at increasingly younger ages, with social media platforms like TikTok influencing this trend.


Celebrity-led beauty brands that promote values beyond just products, like Rare Beauty by Selena Gomez, resonate with young consumers.


The rise in skincare products has led to concerns about young consumers using products not intended for their age group. Brands and influencers must prioritize education over fear to guide consumers appropriately.


Companies that stay ahead in the beauty industry must be agile and responsive to the needs of Gen-Z and Gen Alpha, reflecting their diverse experiences in marketing and products.


Additional Resources:
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Kids experimenting with beauty early: "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," Rao shared.


Celebrity influence in beauty: "Tweens and teens can identify with these brands not just because of the products, but because of what they stand for," Rao explained.


Education over fear in skincare: "Fear is not the way to lead here. It’s about education first," advised Rao. Brands must help young consumers understand their skin without overwhelming them with too many steps or products.


Responsive and diverse branding: Smart companies must be agile and constantly communicate with their customers, reflecting the diverse experiences of young consumers in all aspects of their business.