Generation Alpha is generally defined as a demographic born between 2010 and 2022, meaning that some older kids are approaching their tween-age years. Unsurprisingly, Gen Alpha is starting to take an interest in skincare and beauty products and turning to social media platforms like TikTok to discover brands and tips.

Concerns over Alpha’s newfound passion for beauty and skincare include the risks of using products designed for adult skin by youngsters, the amount kids spend on pricey items, social media’s influence on impressionable minds, and unruly behavior in retail locations like Sephora and Ulta.