Generation Alpha is Taking Over Ulta Beauty

Examining the Skincare And Makeup Purchasing Decisions of Generation Alpha Through Ulta Beauty Employees

Skincare and makeup is always very fun for young girls to play with, however, social media influencers have led gen alpha to believe that they need skincare with ingredients that may be harmful to their young skin.

Research studies conducted by the Global Cosmetic Market have concluded that over 68% of gen alpha and gen z combined have a set skincare routine. Additionally, this research also concluded that 60% of children ages 6-16 are influenced to buy a product they see their favorite influencers use online.

“They’re buying way too many products for concerns they don’t even have,” said Elise Mintzer, Lead Cashier at Ulta Beauty in Boca Raton, Florida. “They have to start somewhere but not there.”

Popular Generation Alpha influencers sharing their skincare hauls and routines on social media

It is not uncommon for children in Ulta Beauty to be seen purchasing skincare containing fragrance, retinol, and exfoliating acids which may damage their skin. Additionally, children have been purchasing products from brands like Drunk Elephant, many of them targeting concerns with aging skin and wrinkles.

“Theres a lot of young kids from five to nine years old who come in to buy Drunk Elephant,” said Maria Fernanda, an Ulta Beauty Advisor. “This is skincare for wrinkles, they obviously don’t need that.”

Beauty lover, Ellie Capel-Davies, poses for a photo with her Bubble "Slam Dunk" Moisturizer

While there is nothing wrong with young children wanting to get a head start on their skincare routines, it is essential to ensure that they are using the appropriate products for their skin types. Children should stay away from harmful chemicals when buying skincare and stick to basic products that help with moisturizing.

“Bubble is good for kids, or something simple like Neutrogena or CeraVe,” said Mintzer. “Anything that doesn’t have harsh chemicals in it.”

While many children continue to buy these products, brands have begun to speak up and attempt to educate the public. In December 2023, Drunk Elephant released a statement saying which of their products are child safe and which are not.