R GEN ALPHA 81
Meeting the needs of the next generation
Chloé De Doncker, Pascale Goyat, Charlotte Vignal - Natura-Tec
Generation Alpha, referring to children born from 2010 onwards, is growing up in a radically different world compared to previous generations. Environmentally aware, digitally native, and constantly seeking authenticity, these young individuals are reshaping consumption standards in the world of beauty. Faced with their expectations, brands can no
longer simply follow trends; they must anticipate and embody them. It is within this dynamic that Natura-Tec positions itself, by developing natural, effective, and ethical ingredients that align perfectly with the values of this new generation. Generation Alpha does not consume
like others. From a very young age, they are influenced by their parents’ choices and by omnipresent digital content. They advocate for an inclusive, playful, and transparent approach to beauty. Naturalness, cruelty-free practices,
traceability, and formula safety are no longer bonuses they are essential prerequisites, especially for such young consumers. Using products that are not adapted to their
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age can lead to significant risks: skin irritations, allergic reactions, imbalances in the skin’s microbiome, or damage to the fragile skin barrier of children and adolescents. Both parents and the youth themselves are
therefore seeking perfect compositions that are easy to understand and proven for their skin tolerance. But their expectations go beyond formulation:
they want products that can ensure daily skin protection, long-lasting hydration, effective sun care, all while fitting into simple, lightweight routines that match their lifestyle. Value for money is also crucial: families
are looking for effective, multifunctional, and affordable skin care solutions that can meet several needs with a single product. Thanks to its vision of sustainable
beauty, Natura-Tec offers a range of natural, biocompatible, clean ingredients that meet these demands while opening up new possibilities for sensory innovation. Among them, five key ingredients stand out for their particular relevance to this young generation.
A multifunctional base that stimulates creativity Natural BBB (Beauty Balm Base) was designed to offer both formulation simplicity and versatile use. It comes in the form of a soft, malleable butter with high thermal resistance (melting point around 75°C), making it an excellent texturizer. Upon application, it provides a silky feel reminiscent of silicone, but with a velvety, non-sticky, non-greasy finish. This makes it ideal for creating products that are both pleasant to use and appealing for their comfort and effectiveness. The base is perfectly suited for both
anhydrous formulations, such as lip balms, blush sticks, solid oils; and emulsions like body creams, care balms and so on. It also has co-emulsifying properties, thanks to its natural crystalline structure, which stabilizes textures and improve the sustainability of skin care products. Its compatibility with a wide range of natural oils makes it easy to incorporate into customized and enriched formulations. Yet this innovation is not just a technical
August 2025 PERSONAL CARE
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