With Gen Alpha’s interest in beauty and cosmetics only growing stronger by the day, a number of brands are launching to target this newly emerging demographic with products tailored to young skin.
One such brand is Bare la Terre – set to launch on 21 March – which promises to deliver “dermatologist-developed conscious care” for developing skin.
The brand has been founded by mothers Elise Som and Nicola Takada Wood in response to growing concerns around the rise of ‘Sephora kids’ – a period in 2024 which saw tweens rampaging through US Sephora stores trying and buying goods not suitable for their skin, and leaving chaos in their wake.
The pair developed Bare la Terre alongside paediatric dermatologist Dr Mariana Noy to support the skin of ‘in-betweens’.
Launching with three skus – Bubble Bare Foaming Cleanser, Teddy Bare Moisturiser and Sleepy Bare Lip Rescue – the brand claims to strip skin care routines back to the essentials.
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“Bare la Terre was inspired by our first-hand experience as parents to Gen Alpha children – a generation of little consumers that are well-informed and increasingly driving family purchasing decisions; no longer toddlers, not yet teens,” Bare la Terre co-founder and CEO Wood told Cosmetics Business.
“As parents, we saw a problem in the industry and in our homes.
“On one side, you have clinical, ‘babyish’ brands that Gen Alpha finds boring; on the other [side], you have high-potency adult skin care with ‘candy-coated’ marketing that is fundamentally
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