How Gen Alpha is Shaping the Future of the Body Care Industry

Target's latest fragrance line, "Finery," offers affordable alternatives to popular luxury scents. Designed with a sleek, monochromatic rainbow aesthetic, it appeals to a younger, style-conscious audience.Fine’ryThe beauty and body care industry is no stranger to innovation, but Gen Alpha is accelerating change like never before. Born between 2010 and 2024, this tech-savvy and socially conscious cohort is already influencing how brands develop and market products. According to Deloitte Insights^a, with a projected economic footprint of $5.46 trillion by adulthood, their preferences and values are set to shape the next decade of consumer trends.

For beauty professionals, manufacturers, and brands, understanding this generation’s impact is essential. This article explores the growth drivers behind Generation Alpha's influence on the body care industry, provides key examples of how brands are responding, and offers insights into the future direction of this rapidly evolving market. 

The Data Behind Generation Alpha’s Influence 

A Highly Connected Generation 

Daise Beauty is a beauty brand catered to young Gen Z and older Gen Alpha consumers.DaiseGeneration Alpha is the first to grow up entirely in the digital age, with unlimited access to social media platforms like TikTok, Instagram, and YouTube. A Razorfish study highlights that 51% of Generation Alpha first discovers brands through YouTube, while TikTok is the second most popular platform among 13-to-15-year-olds (Source: Razorfish, "The Metaverse: A View from Inside^b").Tutorials, product recommendations, and influencer endorsements shape their decisions, giving brands direct access to a highly receptive audience. 

A Demand for Age-Appropriate Products 

“This demographic demands products designed for their specific needs,” says Eleonora Mazzilli of BeautyStreams. “They want formulations that are safe, hypoallergenic, and dermatologist-approved.” 

Ethical and Sustainable Priorities 

Growing up amid global climate concerns, Generation Alpha places high value on eco-friendly and ethical products. Surveys, such as the 2022 Global Sustainability^c Study by Simon-Kucher & Partners, show that this generation favors brands with transparent supply chains, clean formulations, and minimal environmental impact. Being sustainability-focused is now a baseline expectation rather than a unique selling point.

Significant Economic Power 

JB Skrub is a line of pH-balanced skin, body and hair care products designed for tween boys from former Conde Nast executive (and parent) Jill Biren and actress, producer and director (and parent) Julie Bowen.JB SkrubWith more than 2 billion Alphas expected by 2029 (McCrindle, 2022^d), this generation represents unparalleled market potential. Their influence over family spending is already significant, extending their economic impact well beyond their individual purchasing power.  As digital natives, they are also highly connected and influential on social media, making them key targets for brands looking to reach a wider audience. This economic power can be harnessed by businesses that align with the values and beliefs of Generation Alpha.

How Brands Are Adapting 

Tailored Product Lines for Young Consumers 

Brands are launching age-specific formulas to meet the unique needs of Generation Alpha’s highly sensitive skin. From tween-centric skin care kits to playful body care products, companies prioritize simplicity, functionality, and aesthetics. 

For example, established players like Credo Beauty are expanding into body care with innovative ingredients like fermented sugar kelp, which nourishes young skin while being sustainably sourced. Similarly, newcomers like Sephora Kids and Daise cater to tweens with bright, sensory-rich products that make self-care routines both effective and fun. 

A Focus on Gender-Neutral Grooming 

Inclusive beauty is no longer optional. Brands actively design gender-neutral grooming products that appeal to the diverse and expressive personalities of this generation. Mazzilli emphasizes that boys are also entering the conversation around personal care, driving demand for versatile formulations and packaging. By removing unnecessary gender segmentation, brands ensure their products resonate with a broader audience. 

Leveraging Digital Influencers 

Influencers, particularly young Alphas themselves, play a pivotal role in connecting brands to this consumer group. These micro-influencers offer authentic recommendations that resonate deeply with their peers. Brands like CeraVe and Glossier are tapping into this trend by tailoring campaigns specifically for TikTok, often partnering with influencers to create engaging and relatable content. 

Commitment to Safety and Transparency 

Safety-first formulations are key to earning parental trust while appealing to Generation Alpha. Across the industry, there’s a visible rise in dermatologist-approved, hypoallergenic, and fragrance-free claims. Beyond safety, transparency regarding ingredient sourcing and manufacturing processes is becoming a competitive differentiator. 

Sensory and Playful Product Design 

Beyond functionality, sensory appeal is crucial for engaging young users. Textures, scents, and packaging are carefully designed to make self-care enjoyable. Products like shower gels that change color or bubble-masks that foam on contact create moments of joy, encouraging regular use and brand loyalty. 

It’s no question that Gen Alpha leans towards products with standout, colorful packaging. From monochrome design with rounded edges or an assembly of products that resemble a rainbow, body care brands are leaning into this trend in 2025. This playful and visually appealing packaging not only catches the attention of young users but also aligns with their desire for products that are fun and enjoyable to use.

In addition, transparency in ingredient sourcing and manufacturing processes is becoming increasingly important for young consumers. With growing concerns over environmental impact and ethical practices, Gen Alpha values brands that are open and honest about where the ingredients come from and how their products are made. This information is readily available online, making it easier for young users to research and support brands that align with their values.

DearCloud’s Approach to Sustainability and Self-Expression in Skin and Body Care for Gen Alpha

dearcloudJay Lee, founder of dearcloud, says, "Our most impressionable consumers, Gen Alpha, are highly receptive to transparency and ritualized personal care. Despite being the most digitally fluent and highly trend-driven, the evident phenomenon of Generation A and their (parents') purchasing power has given rise to a new constant market force in the industry: body care, sun care, skin care has been recategorized as ‘self-care’ or wellness. As our future generations are an integral component of our brand development, it is innate that we craft self-care essentials and experiences that provide a sense of home, comfort, and familiarity—despite the ever-changing skin care ingredient buzz or fleeting beauty trends."

Looking Ahead: The Future of Body Care 

The impact of Generation Alpha on the body care industry is only beginning. Here’s how industry professionals can prepare for the future. 

Strategic Opportunities 

• Co-Creation with Consumers: Brands can actively involve Generation Alpha through teen advisory panels or interactive platforms. This approach ensures product designs align with the interests and values of young consumers. 
• Educational Initiatives: Beyond selling products, brands can position themselves as trusted resources by offering content like tutorials and ingredient guides for both teens and their parents. 
• Hyper-Personalization: With advances in AI, brands can provide highly customized recommendations tailored to individual skin types, preferences, and goals. 

Potential Challenges 

• Navigating Ethical Dilemmas: Engaging young consumers comes with added scrutiny. Transparency in marketing practices and data privacy will be critical to maintaining trust. 
• Sustainability Expectations: Generation Alpha will continue to raise the bar for eco-conscious practices, demanding innovation in packaging, ingredient sourcing, and production methods. 

To succeed with Generation Alpha, brands must strike the perfect balance between innovation, transparency, and value. Those who adapt quickly will not only capture the interest of this emerging demographic but also build lasting loyalty as they transition into adulthood. 

Generation Alpha is rewriting the rules for the body care industry, and their influence is here to stay. For beauty brands and industry professionals, now is the time to act. By understanding their values and tailoring offerings accordingly, you can stay ahead of the curve in this new era of consumer engagement. 

Footnotes: 

a https://www2.deloitte.com/us/en/insights/industry/consumer-products/consumer-products-industry-outlook.html

b https://www.razorfish.com/articles/news/razorfish-study-unveils-generation-alpha-insights/

c https://www.simon-kucher.com/en/insights/2022-global-sustainability-study-growth-potential-environmental-change