Quick Facts
- Gen Alpha spent $4.7 billion on beauty products in 2023, more than any other age group
- The global children’s cosmetics market will grow from $840 million in 2024 to $2.49 billion by 2035
- E.l.f. Beauty acquired Hailey Bieber’s Rhode brand for up to $1 billion to capture this young demographic
Children and tweens are transforming the beauty industry with unprecedented spending power and sophisticated product preferences. Gen Alpha consumers, ages 6-17, spent $4.7 billion on beauty products in 2023, outpacing every other demographic.
The global children’s cosmetics market is experiencing explosive growth. Market researchers project the sector will expand from $840 million in 2024 to $2.49 billion by 2035, representing a 10.41% compound annual growth rate.
Known as ‘Sephora Kids,’ these young consumers are driving demand for premium skincare brands like Drunk Elephant, Glow Recipe, and Sol De Janeiro. Social media platforms, particularly TikTok, fuel product discovery and purchasing decisions among this demographic.
Major beauty companies are responding with strategic investments. E.l.f. Beauty acquired Rhode for up to $1 billion to expand its skincare portfolio for younger consumers. Rhode generated $212 million in revenue in the 12 months ended March 31 and became the top skincare brand in earned media value.
The trend extends beyond traditional beauty products into bathtime routines. Milky toners represent the fastest-growing skincare category, with searches expected to rise 58.9% over the next year. Brands like Ilia and Violette_fr are launching gentle formulations targeting younger skin.
However, dermatologists raise safety concerns. Dr. Cheng reports treating patients as young as 8 with adverse reactions to products containing chemical exfoliants and active ingredients designed for adult skin. These ingredients can compromise young skin barriers more easily than mature skin.
Retailers are adapting their strategies. Sephora welcomed tween-focused brands like Evereden and Sincerely Yours in October 2025, signaling acceptance of younger shoppers despite mixed reactions from adult customers.
Market analysts project Gen Alpha’s spending power will reach $5.5 trillion by 2029. Households with tweens currently drive 49% of mass skincare growth in the United States.
The clean beauty movement is gaining traction within children’s cosmetics, emphasizing safe formulations and organic ingredients. Brands are implementing educational marketing strategies that combine creativity and self-expression while maintaining age-appropriate standards.
Read more: The Kids’ Beauty Craze Hits Bathtime
