Sephora kids are still making waves in the beauty industry. According to Mintel, Gen Alpha’s spending power is expected to reach $5.5T by 2029. And while some headlines in the past year have exaggerated the trend, the reality is that tweens and teens are significantly influencing beauty purchases. Brands are keeping up with this, likely even pushing it further, by either marketing existing products to younger audiences or creating new ones specifically for them. Companies like Evereden, TBH, and Your Skin Stuff, along with established brands like Bubble, are making beauty products aimed at tweens a big selling point in stores like Sephora and Ulta Beauty. And of course, selling on social platforms like TikTok offers an easy way for the youngest shoppers to learn about and purchase these products. (Vogue Business)
📊 YPulse data: 42% of 8-12 females use makeup and 48% use skincare
