Pure Beauty

Gen Alpha: friendship and fun are key to winning over ‘mini-Millennials’

Published: 7-Nov-2023

Beauty brands need to future-proof themselves for the next generation of consumers, as Andrew McDougall, Mintel's Director of Beauty & Personal Care Research, explains

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Gen Alpha is poised to have the greatest spending power in history. 

Their digital-first and highly social upbringing will fiercely impact their shopping behaviours, and beauty and personal care (BPC) brands need to pay attention.

The Alpha Generation (or Gen Alpha) is the next generation of consumers born between 2010 and 2025, generally, ranging from 0 to 13 years old.

They are also referred to as 'mini-Millennials' or the 'tech generation', are typically born to Millennial parents and have been born into a world where technology is ubiquitous and have been exposed to it from a very young age.

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