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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Tweens Took Over the Beauty Aisle

Gen Alpha has become increasingly captive with beauty, but as their preferences and purchasing power changes, beauty labels need to find the right mix of messaging and product to keep them coming back for more.
A tween girl surrounded by beauty products
Thanks to the proliferation of dermatologists and skincare experts who preach the importance of ingredients on TikTok, Gen Alpha is already full of educated beauty consumers. (BoF Team)

Connecticut-based middle-schooler Josie Bickerton is only 13 years old, but she already has a 13-step beauty routine.

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Further Reading

How Mini Beauty Became Big Business

Once seen as a last-minute impulse purchase, bite-sized products are becoming a main attraction for prestige brands and retailers looking to widen their customer base.

What Can Beauty Expect From Generation Alpha?

The oldest members of the youngest generation turn 13 this year. Like Gen-Zers and millennials before them, they’re already being defined by a fresh set of beliefs, aesthetics and attitudes.

The Face Changing TikTok Skin Care

Charlotte Palermino, a leading ‘skinfluencer’ and co-founder of decidedly not clean skin care brand Dieux, is using her platform to shift the conversation around “clean beauty.”

About the author
Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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