Gen Alpha and Beauty: How to Engage the Youngest Shoppers Responsibly

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JB Skrub was designed to teach tween boys positive grooming habits.Generation Alpha, comprising those born since 2010, is reportedly more diverse than any previous generation in the United States. They're also beginning to age into the beauty market, with their own distinct habits and preferences, making them stand out from their millennial and Gen Z elders.

These so-called "Sephora Kids" are heavy users of beauty; they're also more brand-conscious than young adults, favoring labels such as Drunk Elephant, Glow Recipe, Sol de Janeiro and more.

Yet, engaging beauty's youngest consumers requires care. Kids simply should not be using harsh actives intended for much more mature skin. Nor should brands be contributing to children's negative image issues.

So how can beauty engage this beauty-loving generation ethically?

On Thursday, February 13, 2025 (12:30-1:15 p.pm.), as part of Luxe Pack/MakeUp in LA, a trio of experts will lead a special session, Approaching the Gen Alpha Consumer-Responsibly.

The panel, comprising Jill Biren, an advertising vet and co-founder and CEO of JB Skrub and Krystina Wilson of Versed, will break down Gen Alpha's beauty preferences and market impact, their favorite categories and brands, and, most importantly, look at how brands can engage young shoppers with age-appropriate messaging and product arrays. 👉🏽Registration is now open.

Key highlights will include:

• Why Gen Alpha kids are getting into beauty at an earlier age than previous generations.
• What Gen Alpha is shopping for.
• Key opportunities for connecting with these emerging consumers.
• The pitfalls of engaging with children in the beauty space.
• Ethical practices for brands.
• The parent factor.

This session will be a must-see for product development teams, marketers and their partners seeking to tap into this emerging consumer base.

About the Brands

While Versed is a Gen X and elder millennial darling, the brand (like many of its competitors) still has fans among younger shoppers. 

Conversely, JB Skrub, founded by Biren and actress Julie Bowen was built around the needs of tween boys, a key Gen Alpha cohort.

The brand, designed to teach positive grooming habits, includes The Body Wash, a hydrating cleanser; The Body Spray, a citrus-scented hydrating odor controller; The Facial Lotion, offering oil control and balance; The Face Wash, a non-drying foaming cleanser; and The Toner Pads, which offer post-cleansing toning.

Biren spent 16 years as a publishing executive at Conde Nast, including roles as the Los Angeles director for style and luxury at Vogue, GQ, Glamour, Allure and Vanity Fair. She led brand and performance marketing campaigns for beauty and fashion companies at that time. As a mother of two boys, Biren recognized the evolving needs of young boys navigating puberty. Leveraging her professional network and resources, Biren assembled a team of beauty industry experts and pediatric physicians to create JB Skrub.👉🏽Registration is now open.