Gen Alpha

Members of Gen Alpha are emerging as one of the most socially conscious generations, placing a strong emphasis on diversity, equity, and inclusion (DEI). They are more likely to support beauty brands that authentically represent a wide array of identities and align with their values.

For Gen Alpha, inclusivity won’t just be a preference but a baseli

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Many of Gen Alpha are growing up with a strong environmental consciousness and feel a profound responsibility to address the damage caused by previous generations. They are acutely aware that the consequences of inaction will affect their future. This accountability drives them to be advocates for change—reflected in the fact that nearly eight in t

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Social media serves as a two-way communication channel, enabling Gen Alpha to engage with brands, creators and other consumers. Younger audiences often perceive user-generated content and influencer recommendations as more genuine and relatable than traditional advertising. Real-life experiences resonate deeply with almost half of German beauty con

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Self-acceptance

Gen Alpha is growing up with heightened awareness of mental health, with six in ten US children aged 12-14 reporting to Mintel that their parents have taught them how to take care of their mental wellbeing. This awareness fosters a generation who are attentive to social causes, such as body positivity and self-expression and are more

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