Gen Alpha isn’t waiting for the future. They’re shaping it now, and the beauty industry better keep up. And, while brands scramble to adapt, many are missing the deeper undercurrents driving this generation’s choices. Beyond their digital fluency and demand for authenticity, there are friction points, cultural shifts, and contradictions that brands can tap into—if they’re paying attention.
For instance, Gen Alpha thrives on digital experiences yet craves real-world connections. They champion inclusivity yet still see gaps in representation. They want sustainable products but also expect instant gratification and convenience. These tensions aren’t problems; they’re opportunities. Brands willing to lean into the contradictions, spark new conversations, and rethink traditional beauty narratives have a chance to capture attention and create movements.
The below data is backed by Mintel’s study, “How Gen Alpha Is Redefining Beauty and What It Means for the Industry.” The findings highlight emerging trends, shifting consumer behaviors, and key opportunities for brands looking to stay ahead of Gen Alphas’ evolving expectations.
Tech-Savvy and Expecting More
You won’t catch Gen Alpha fumbling with outdated shopping experiences. Over half of U.S. 12-14-year-olds blend online and in-store shopping like pros. They embrace AR and VR for virtual try-ons, expecting seamless, interactive, and entertaining digital experiences. You’re already behind if your brand isn’t thinking a step ahead.
Why this matters: Gen Alpha’s digital fluency means brands must integrate technology in ways that feel intuitive, engaging, and frictionless. Augmented reality, AI-driven personalization, and hybrid retail experiences are no longer futuristic—they are expected to be integrated into every experience. Brands that fail to optimize for this seamless integration risk losing relevance among a generation that demands efficiency and excitement in their shopping experiences.
Mental Health and Realness Rule
This generation sees through the filters. They grew up in an era where 60% say their parents talk to them about mental well-being. They don’t chase airbrushed perfection. They celebrate self-acceptance and expect beauty brands to do the same. Gen Alpha will swipe left if your marketing still relies on outdated beauty ideals.
Why this matters: The demand for authenticity is clearly a shift in consumer values. Beauty brands must rethink their messaging, imagery, and influencer partnerships. Perfectly curated campaigns won’t resonate—raw, honest, and emotionally driven content will. Brands championing self-expression and mental well-being will build deeper, lasting connections with Gen Alpha consumers.
Sustainability Isn’t an Option
Nearly 80% of Canadian 13-year-olds think climate change demands more action. They don’t want greenwashing. They want transparency, accountability, and real impact. Sustainable packaging, ethical sourcing, and honest commitments aren’t “nice to have” initiatives in 2025. It’s the cost of entry to engage with Gen Alpha.
Why this matters: Sustainability is a prerequisite for Gen Alpha. Brands that make hollow claims will be called out and abandoned. To win over Gen Alpha, brands must embed sustainability into their core business model, providing proof points that go beyond marketing spin. Circular economy initiatives, carbon footprint transparency, and ethical sourcing will set brands apart in a crowded market.
Inclusivity: No Debate, No Exceptions
For Gen Alpha, beauty isn’t confined to a narrow definition. Three-quarters of U.S. 12-14-year-olds believe beauty products should serve all genders. They expect to see every skin tone, hair type, and body represented—not just in advertising, but on the shelves. Anything less feels outdated and disconnected.
Why this matters: Cultural representation is a core value of Gen Alpha. Brands that treat inclusivity as an afterthought will lose credibility with customers and long-term brand value. Product lines must expand beyond token gestures, offering real diversity in shades, formulas, and marketing campaigns. Inclusivity should be woven into every aspect of a brand’s identity, not just a seasonal marketing push.
How Beauty Brands Win
Adapt or get left behind. Gen Alpha doesn’t fall for surface-level marketing. They reward and love brands that:
- Deliver tech-driven experiences that make shopping engaging and effortless.
- Commit to sustainability with receipts, not just slogans.
- Champion self-acceptance and mental well-being.
- Treat inclusivity as a standard, not a trend.
The biggest mistake brands make is assuming that Gen Alpha is like the generations before them. They aren’t. They demand nuance, but they also seek simplicity. They crave innovation, but they value tradition when it’s meaningful. They expect speed but reject shortcuts that compromise ethics.
The brands that truly succeed with Gen Alpha will be the ones that embrace these contradictions—not by picking a side but by weaving them into a narrative that feels real, relevant, and ready for what’s next. The beauty industry isn’t just shifting; it’s splintering into new, uncharted spaces. The only question is: Which brands will be bold enough to lead?