TEEN SKIN CARE
Gen Z & Gen Alpha: reformulating the future
Emer Mackle, Zainab Mehmood - Lake Personal Care
Does the rise of teen skin care signal a new era for the personal care industry? Yes, it is clear that the newest generation of personal care consumer, Generation Alpha and the later cohorts of Generation Z, are reshaping the personal care industry. Generation Z (Gen Z) are people born
between 1996 and 2012, the youngest of whom are turning 13 in 2025. Born from 2013 onwards, it is estimated that the global population of Generation Alpha (Gen Alpha) is going to reach 2.5 billion in 2025.1,2
Consumer trends Gen Alpha is going to be a driving force in many markets such as technology, entertainment and fast-moving consumer goods. They are often referred to as ‘digitally native’ as they have grown up with more accessible and advanced technology than any generation prior.3 They are considered to be so digitally
savvy that Razorfish, in a study conducted in partnership with The Pineapple Lounge and GWI, stated “‘native’ is an understatement. They’re digital ninjas.” This has implications that directly impact their purchasing decisions especially those in relation to the beauty industry.4 These young people are influencing
significant changes in product development, marketing strategies, and brand values in a world of digital technology and global connectivity. When it comes to the younger generation, social values cannot be ignored. Sustainability is a core value for Gen Z and
Alpha consumers. It is particularly important in regards to their purchasing decisions. Mintel research found that 71% of UK consumers with five to 11 year-olds believe it is important to use beauty and grooming products that contain sustainability sourced ingredients.5 That is a clear indicator of future market
trends. Sustainability is multifaceted and extends beyond ingredient sourcing. A more comprehensive approach to sustainability is likely to resonate strongly with both Gen Z and Alpha consumers. In addition to sustainability, social issues like
inclusivity matter a great deal to the younger consumers. Kantar reports that 75% of global consumers consider diversity and inclusion, or their absence, as key factors in their purchase decisions.6
This is expected to grow as young,
socially conscious consumers enter the marketplace.
www.personalcaremagazine.com Pre-War
Figure 1: Generations defined by year of birth. Source: IPSOS 1920
1940 1960 1980 Brands are increasingly prioritising inclusive
branding and addressing social issues that resonate with Gen Z and Alpha consumers. Additionally, many are advancing efforts to meet the demand for cruelty-free and environmentally conscious products, a focus that has been central to the personal care industry for several years. Furthermore, the increased digital
competence coincides with the rise of social commerce, a subset of e-commerce which is defined as the practice of marketing and selling products and services directly via social media platforms.7
2000 2020 Source: Ipsos Generations Defined Generation Alpha Generation Z Millennials Generation X Baby Boomers
45
For example, TikTok Shop, the platform’s
social commerce feature, has seen significant growth; over one million consumers in the UK purchased beauty products via TikTok, according to Kantar data (52 weeks ending 14 April 2024).8
Boots, the British beauty and
health retailer, has harnessed TikTok’s potential. By incorporating TikTok brands into its
portfolio, for example the addition of Made by Mitchell in 2024, the company underscores the commercial power of the ‘TikTok Made Me Buy It’ trend, further reinforcing its significant impact on consumer behaviour.9 Qustodio’s latest annual report, Born
March 2025 PERSONAL CARE
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