You’ve seen headlines: “Gen Alpha is more interested in skincare than toys,” “The tween skincare obsession,” “What are young girls doing inside Sephora?” and other social content suggesting “Sephora kids” are becoming a consumer base of their own. These stories are claiming brands like Drunk Elephant, Glow Recipe, Summer Fridays, and even Dior are attracting kids as young as 8-years-old, who are eagerly exploring (some would even say ravaging) aisles, using testers to make “smoothies,” and begging their parents to buy products. The trend is raising questions among adults about why children are becoming obsessed with skincare serums for dark circles or anti-aging retinol creams, expensive products typically not targeted for them. But the question people should really be asking is: are the headlines true? YPulse’s newest report, The Tween Study, is here to set the record straight about the shopping behaviors 8-12-year-olds are actually engaging in—including their beauty and skincare usage. We found that this demo admits to feeling the pull of purchasing products endorsed by their...
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