Interest in beauty is starting earlier than ever. A fresh generation who are currently aged under 16, known as Gen Alpha, are dipping their toes into skin care, make-up and more for the first time.
“While millennials and Gen Z began engaging with beauty [aged] at around 15 and 12, respectively, Gen Alpha is entering the category as young as eight,” says Hannah Mauser, Senior Beauty Strategist at trend forecaster WGSN.
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Born between 2010 and 2025, Gen Alpha are the largest generational cohort in history, with an estimated two billion in this age group globally.
The spending power of Gen Alpha is expected to reach US$5.5tn by 2029, according to market intelligence firm Mintel.
“In the US, by age 12, nearly 40% of tweens with discretionary income are already buying beauty and personal care, showing they are active participants now,” says Andrew McDougall, Mintel’s Director of Insights for Beauty & Personal Care.
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