A TikTok trend chronicling the behavior of ‘Sephora Kids’ is stoking conversation about the pressure felt by teens and preteens to adhere to conventional beauty standards. People are increasingly calling out beauty brands for their role in perpetuating negative body image.

Swedish pharmacies have introduced a new age restriction, prohibiting young children and teens from purchasing anti-ageing products without parental guidance. The measure aims to prevent kids from experimenting with harmful products while promoting age-appropriate skincare habits.

As Gen Alphas enter their own self-care era, they are turning to beauty care as a source of social capital, self-acceptance, and confidence. For the emerging generation in Australia, skincare that offers a playful and tactile experience reigns supreme, and Allkinds does just that.

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?