Can We Stop Hating on Gen Alpha’s Interest in Skincare Already?

A quick search for Gen Alpha on TikTok (or Google, even) reveals a series of videos of young girls, aged between eight and 14, showing off their skincare and makeup routines. Controversially, they're using brands like Drunk Elephant, Summer Fridays and Glow Recipe; products that include anti-aging ingredients like retinol and other exfoliants. These posts have understandably sparked furious debates surrounding Gen Alpha's interest in complex skin routines and their premature use of anti-aging ingredients.

While we do not condone tweens using acidic serums, it would be remiss to not acknowledge the large role that social media and influencer culture plays into this cohort's current product preferences. According to Cosmetic Business' Skin Care Trend Report, 66% of 12 to 14-year-old girls who use social media revealed that these platforms are their introduction to new beauty brands and products. In an era where content is king, and influencers are the main source of entertainment, these young viewers are simply emulating the beauty content they see online.

@kimandnorthW video lol