In the past, the tween skincare market was dominated by legacy, utilitarian drugstore brands like Clearasil and Neutrogena. But today’s Gen Alphas are seeking products to help them put their best face forward. So, what can brands look out for as Alphas strike up a new skincare conversation?

The oldest Gen Alphas are turning 13. The majority are the children of Gen Yers and are the first generation born entirely in the 21st century. By 2025, this generation will grow to more than two billion – the largest generation in history. So what’s next for digital-first Gen Alpha tweens?

As the number of Gen Alpha skincare aficionados grows, many are engaging online first, learning about brands from friends but also influencers. For these consumers, skincare has become a source of cultural capital, meaning there’s a demand for popular brands to cater to younger audiences.

With almost 33 million subscribers on YouTube, Ryan’s World is one of the most popular kids' entertainment brands globally due to its relatability and DIY aesthetic. As ‘kidfluencers’ reshape children’s entertainment, what is drawing Gen Alphas to content that they see themselves reflected in?