A new beauty force emerges in China

The rise of Generation Alpha — those born from 2010 onwards — has piqued the attention of international beauty giants and small brands alike. Globally, the rise of “Sephora Kids” — preteen beauty consumers who visit high-end retailers — has triggered debate over ethical concerns and market opportunities. In China, a similar trend is playing out, with beauty-conscious tweens driving demand for skincare and light makeup products. Social media discussions related to “teen skincare” surged by 445% in 2024, while searches for “puberty skincare” increased by 237.7%, signaling significant market potential. McCrindle Research estimates that by the end of this year, Gen Alpha will account for nearly 20% of the global population. In China, this demographic’s size ranges between 168 million (aged 6-17) and 268 million (aged 0-14), making it a lucrative target for beauty brands. Unlike Western consumers who lean towards trendy and premium brands like Drunk Elephant and Glow Recipe, Chinese Gen Alpha exhibits strong preferences for local brands offering traditional herbal ingredients and “clean” formulations. Hwee Chung, China Beauty Insight Director at market research platform Kantar Worldpanel, says that Gen Alpha is at the point of market entry in beauty, with parental influence still shaping many of their purchasing decisions. “For basic skincare products like moisturizers, parents still make the purchases, but Gen Alpha is actively engaging in trial and experimentation,” she says. “Experience-driven products, such as bubble-foaming cleansers and facial masks, play a significant role in drawing them in.” How Gen Alpha differs from Gen Z Gen Alpha’s engagement with beauty products is emerging as a critical growth driver, with skincare brands increasingly targeting this young demographic. Unlike predecessor Gen Z, these digital natives are exposed to beauty trends from an early age, largely through short-video platforms such as Douyin, Xiaohongshu, and Bilibili. Fei Xu, market intelligence director Asia Zone at trend analysis and forecasting agency Asia Cosme Lab, points out that Gen Alpha’s skincare needs differ significantly from Gen Z’s. “While Gen Z prioritizes problem-solving and visible efficacy, Gen Alpha seeks holistic skin health due to concerns like digital fatigue and academic stress,” Xu says. Products targeting hydration, revitalization, and anti-acne care resonate most with this demographic. Makeup trends among Gen Alpha also reflect their lifestyle. “Since many cannot wear makeup to school, they focus on fun, accessible products with cute packaging that make social outings more exciting,” says Xu. Unlike trend-driven Gen Z consumers, who lean into viral beauty movements, Gen Alpha gravitates towards affordability and aesthetic appeal. International beauty giants such as Johnson & Johnson, L’Oréal, and Neutrogena have long dominated the teen skincare space. However, the patriotic consumption trend, known as guochao, is shifting the balance in favor of local names. Domestic brands hold a competitive edge, driven by cost-effectiveness, packaging innovation, and extensive exposure on platforms like Douyin and Xiaohongshu. Olivia Plotnick from Wai Social, which helps brands enter the Chinese market via social media, underscores Gen Alpha’s evolving perception of local brands. “Unlike past generations, they don’t see domestic brands as inferior. Instead, they associate them with high quality and affordability,” she says. This value-driven approach makes Gen Alpha favor local brands that deliver both effectiveness and cultural resonance. “With limited spending power, Gen Alpha values affordability above all, opting for domestic brands that offer superior cost-effectiveness,” Xu adds. This contrasts with Gen Z buyers, who are willing to invest in premium-quality solutions across both international and domestic brands. Gen Alpha embracing male beauty, skincare One of the most significant shifts in China’s Gen Alpha beauty market is the growing acceptance of male skincare. Historically, male beauty products were a niche category, but the younger generation is demonstrating higher awareness of personal grooming from an early age. Brands such as JB Skrub, a U.S.-based DTC skincare label designed specifically for teen boys, have already entered the market with oil-control and acne-fighting products. Meanwhile, China’s domestic brands are catching up. Hafhaf, a brand founded by two Chinese teenage entrepreneurs, has positioned itself as a Gen Alpha-focused skincare brand, offering gender-neutral, sensitive-skin-friendly products. Similarly, Red Elephant and Sea Turtle Dad have developed dedicated product lines catering to boys navigating the challenges of puberty, including oil control, acne care, and hydration. Asia Cosme Lab’s Xu says that the rise of gender-neutral beauty is another key trend. “Traditional gender cliché are becoming less important. Boys struggling with acne marks are open to light coverage products like tinted balms or cushions,” she says. “Additionally, sustainability is gaining traction, with eco-friendly packaging and brand social values becoming decision-making factors.” KOLs’ influence on Gen Alpha declines, KOCs rise The influence of traditional beauty KOLs is waning among Gen Alpha consumers, with KOCs gaining traction. Unlike earlier generations who followed mega-influencers, Gen Alpha is more likely to trust real-user recommendations on platforms like Xiaohongshu. Peer reviews, often shared by students and young professionals, resonate more with this demographic, leading to an organic word-of-mouth effect. “Gen Alpha is exposed to a myriad of information, not all of which is suitable for their skin,” says Chung. “We see many posts about negative effects from following trends like ‘morning vitamin C and evening retinol.’ Winning Gen Alpha parents’ trust means emphasizing safety, gentle formulations, and clear effectiveness.” Brands are increasingly using educational content, such as “how-to” tutorials and peer-led marketing, to connect with this audience. KOL marketing is losing influence among this demographic. Instead, brands must pivot to micro-communities, peer-driven recommendations, and gamified experiences. “It’s all about micro-communities and emotional storytelling now,” says Plotnick. “Campaigns that celebrate confidence, fun, and identity exploration resonate far more than traditional beauty narratives.” Gamification and AI-powered personalization also play an increasing role. “Gen Alpha wants interactive, engaging experiences. AI-driven skincare personalization and gamified tutorials can have a meaningful impact,” says Plotnick. AI, nutricosmetics, fragrance: Gen Alpha opens new frontiers in beauty From eco-friendly packaging to AI-powered beauty devices, Gen Alpha’s demand for authenticity, interactivity, and holistic self-care is reshaping industry norms. Yet, key gaps remain, particularly in nutricosmetics and fragrance, where brands have yet to develop dedicated offerings. “Gen Alpha, familiar with TCM (traditional Chinese medicine) and food therapy, presents an opportunity for nutricosmetics that support skin health from within,” says Xu. A significant whitespace exists in the fragrance sector. “Despite the booming fragrance market, there are no dedicated scents for Gen Alpha. Developing age-appropriate body mists, aromatherapy-based products, or personalized fragrances could be a game-changer,” adds Xu. Plotnick says that AI-powered personalization is shaping the beauty industry, and Gen Alpha is poised to be its next frontier. “Smart beauty devices designed for kids and teens can transform skincare into an interactive, educational experience,” she adds. As Gen Alpha puts its own spin on beauty standards, brands must adapt to their evolving preferences. The emphasis on affordability, safety, and engagement-driven experiences underscores the need for localized strategies that go beyond traditional marketing. “To capture this generation, brands must prioritize authenticity, education, and immersive experiences,” says Plotnick. “It’s not just about selling products — it’s about building a community and lifelong brand affinity.”

A new beauty force emerges in China

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Published February 17, 2025

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A new beauty force emerges in China