Gen Alpha’s fascination with skincare has taken social media by storm. TikTok (and even Google searches) are flooded with videos of young people, from eight to fourteen, sharing their elaborate skincare routines.
However, these routines often feature high-end brands like Drunk Elephant, Summer Fridays, and Glow Recipe, which can be controversial. These products sometimes include ingredients like retinol and exfoliants, typically aimed at addressing concerns about ageing skin.
Fortune reported that “Gen Alpha ‘Sephora kids’ are dropping serious money on adult skincare”, while WWD confirmed earlier this year that Gen Alpha is driving 49% of skincare sales growth.
Additionally, Business Insider commented that Gen Alpha tweens “are already obsessed with expensive skincare they don’t need”.
This trend has sparked heated discussions about the appropriateness of complex skincare routines for such a young age and the potential risks of using anti-ageing ingredients prematurely.
How Did Gen Alpha’s Interest in Skincare Come About?
Credits: @garzacrew/TikTok, @emma_droog/TikTok, @generationahead/TikTok
In short, this trend is truly taking influence to the next degree. Social media has created a constant stream of beauty content for impressionable tweens.
Even if we don’t recommend tweens using strong acid-based serums, we have to acknowledge the influence of social media and a slew of beauty influencers on young people’s product choices.
A report by Cosmetic Business highlights this connection — 66% of girls aged 12 to 14 who use social media say those platforms introduce them to new beauty brands and products.
In today’s world, social media dominates content consumption, and influencers are major sources of entertainment. It’s only natural for these young viewers to imitate the beauty routines they see online.
For some, according to a short documentary by NBC News, using skincare products or having elaborate routines is just a way to be like their mothers. A form of love, respect, and adoration, maybe?
Emma Chiu, Global Director of global advertising agency VML, shared with Hypebae that besides learning about what the brand is saying about their products, Gen Alpha is also learning what influencers are saying from customer reviews and experts.
Gen Alpha is maturing at a quicker pace compared to their predecessors. Some are even turning to their millennial parents and Gen Z siblings for guidance and access to various products.
Made Even Popular by Pint-sized Beauty Influencers
@kimandnorth Goodnight ⭐️🌙@Kim Kardashian
One famous tween who’s leading this trend is none other than North West (Kim Kardashian and Kanye West’s firstborn).
North shares everything from skincare routines to hairstyle how-to’s and product recommendations on TikTok — a readily available source for fellow tween peers to gaze upon or obsess over.
Easy online shopping allows them to instantly buy their favourite influencers’ products at stores like Ulta and Sephora.
While this trend towards complex skincare routines may be new, the desire to experiment with beauty products isn’t.
Millennials and Gen Z may remember Barbie styling head toys, makeup for kids or teens, and secretly playing with mum’s beauty products.
Why is This “Trend” Concerning and Controversial?
@marketing.juliana #kidsinsephora #drunkelephant #genalphatok #marketing #consumerbehaviour #skincareroutine #beautyindustry #fyp
Teenagers on TikTok are showcasing elaborate skincare routines and makeup collections, often featuring expensive, adult-oriented products.
Here’s the kicker: this trend raises concerns about the influence of social media on young people’s self-image and spending habits. Dermatologists warn against the use of harsh chemicals on young skin, while psychologists worry about the pressure to conform to unrealistic beauty standards.
As described by The Ticker, “the liberating spirit of girlhood has surrendered to a cosmetic craze”.
Credit: Evereden
I remember shopping around in Sephora and regularly seeing tweens looking at the same products I did (mind you, I’m 26).
Honestly, I’m not worried about the demand or consumption. Instead, I’m more fascinated that the generations have evolved this much — I barely had a lot of pocket money, and I spent that on meals with friends at KFC or McDonald’s after school.
If only I had known about Sephora and the wonders of beauty products sooner…
@brookejeffymd Is your tween obsessed with Sephora? Here’s what they should actually be using: ✅ Start with a gentle cleanser. It’s fine to choose one with cute packaging, but make sure it’s kind to your skin. ✅ Next, use a moisturizer. A simple one is great, but if you want a bit more, look for options with antioxidants or microbiome support. ❗️Just steer clear of acids, vitamin C, and retinol.❗️ ✅ Don’t forget SPF! It’s the most important step to prevent aging skin changes, yet often overlooked by Sephora tweens. If you want an extra product, consider a hypochlorous acid spray or an HA serum, but limit it to one. ❗️Skip the toner or any unnecessary face mist.
Perhaps a shift in perspective is needed. Older generations may have started on sunscreen or the “proper” skincare regimen a bit too late. Meanwhile, the younglings and Gen Alpha are starting early thanks to abundant resources and education.
Is it really that bad? Social media could be a powerful tool for more education rather than criticism.
We could embrace Gen Alpha’s interest in exploring beauty products in a safe and age-appropriate way. Given their impressionable nature, it’s important to guide them towards products that suit their young skin.
16 Skincare Products for Tweens and Gen Alpha
Credit: Evereden
If you’re a parent or guardian and you’ve noticed your Gen Alpha kid showing interest in beauty products or using them already, we urge you to take a supportive approach and help guide them to navigate the world of cosmetics.
Here’s a list of age-appropriate products Gen Alpha can start off with!
JUNGSAEMMOOL KIDS Mild Bubble Foam Facial & Body
For the uninitiated, legendary Korean makeup artist Jung Saem-mool has a range of vegan skin and body care products for kids!
This cleanser is hypoallergenic and serves as a safe prescription for kids with sensitive skin. It has soft, rich bubbles in a weak acidic form (pH5 to pH6) to cleanse and moisturise the skin without causing irritation.
JUNGSAEMMOOL KIDS Mild Bubble Foam Facial & Body retails for S$37 at the JUNGSAEMMOOL flagship store, jsmbeauty.sg, Shopee, and Lazada.
Cetaphil Gentle Skin Cleanser
Cetaphil’s famous cleanser is a creamy, non-foaming daily wash that is ideal for dry to normal and sensitive skin.
Utilising micellar technology, it effectively removes dirt, makeup, and impurities while hydrating the skin. Formulated with glycerin, panthenol (pro-vitamin B5), and niacinamide (vitamin B3), it hydrates, soothes, and maintains the skin’s natural moisture barrier for up to 48 hours.
This hypoallergenic, soap-free, fragrance-free, paraben-free, and sulfate-free cleanser ensures a gentle, irritation-free clean that leaves the skin soft and smooth.
Cetaphil Gentle Skin Cleanser (500ml) retails for S$25.65 at Watsons, S$20.50 at Shopee, and S$19.20 at Guardian. Discounts are offered at the time of writing.
Vanicream Gentle Facial Cleanser
Known as Vanicream’s mildest cleanser, this one’s specifically formulated for daily facial use. It helps remove makeup and excess skin oils without drying or stripping the skin.
The soap-free formula is gentle to even the most delicate and sensitive skin — so much so that it was awarded the National Eczema Association Seal of Acceptance!
It’s also non-comedogenic, pH-balanced, sulfate-free, gluten-free, and dermatologist-tested.
Vanicream Gentle Facial Cleanser (237ml) retails for S$14.30 at Hush SG.
Glow Recipe Avocado Ceramide Moisture Barrier Cleanser
If your Gen Alpha kid is fascinated with Glow Recipe, they can stick to this gentle, hydrating cleanser.
Enriched with ceramides and colloidal oatmeal, it’s perfect for removing SPF, makeup, and excess oil while nourishing the skin.
This milky lotion-to-foam cleanser also features prebiotics and postbiotics to hydrate, rebalance, and strengthen the skin’s barrier.
Glow Recipe Avocado Ceramide Moisture Barrier Cleanser retails for S$23 (50ml) and S$46 (150ml) at Sephora.
btwn The Duo Kit
Developed by dermatologist Dr Brooke Jeffy, who is also a mum to a tween-age boy, btwn is a brand that can encourage healthy skin habits for tweens and teens.
This kit offers a simple, effective skincare routine that was formulated with ages 6 and above in mind.
- Daily Cleanser: A no-nonsense, lightly foaming cleanser that gently whisks away impurities, promoting a balanced skin microbiome. It’s enriched with youth-friendly antioxidants and gentle exfoliants to strengthen the skin barrier, boost acne resistance, and protect against environmental stressors.
- Daily Moisturizer: A lightweight moisturiser that hydrates and calms to keep skin healthy and nourished while protecting your skin barrier from everyday stressors. It’s packed with antioxidants and gentle exfoliants to help fortify the skin’s defences against acne.
btwn The Duo Kit retails for about S$60.91 (USD 45) at btwn. Currently, they only ship within the US so you can consider using a parcel forwarding service like vPost and MyUS.com.
Forest MD Teen’s Blemish Rescue Set
If your tween’s dealing with redness and pimples, try this rescue kit that contains a gentle yet powerful solution packed with medical-grade botanicals.
- Blemish Control Essence: Powered by effective ingredients like salix nigra bark, succinic acid, witch hazel, clove oil, bakuchiol, and sodium PCA. This essence helps unclog pores, reduce unhealthy bacteria and fungal growth, and balance oil production for a healthier and clearer complexion.
- Blemish Clarifying Lotion: This lotion heals blemishes while soothing inflammation and reducing the risk of scarring. It also encourages the regeneration of healthy skin and strengthens the skin’s defences against future breakouts.
Forest MD Teen’s Blemish Rescue Set retails for S$175 at Forest MD.
La Roche-Posay Toleriane Double Repair Face Moisturizer
Toleriane Double Repair Face Moisturizer is designed with dermatologist-recommended ingredients like ceramide-3, niacinamide, glycerin, and La Roche-Posay Prebiotic Thermal Water.
This lightweight cream repairs the skin’s natural barrier within one hour and offers up to 48 hours of hydration! It also supports a healthy skin microbiome, providing immediate comfort and restoring a healthy appearance.
Suitable for all skin types, including sensitive, it absorbs quickly and helps maintain a balanced and hydrated complexion.
La Roche-Posay Toleriane Double Repair Face Moisturizer (75ml) retails for S$26 at Lazada.
JUNGSAEMMOOL KIDS Essential Facial & Body Lotion
This moisturising lotion has cera ecto components (ectoin and six types of ceramides) to provide healthy moisture care and a hydration power that is constant for 100 hours.
Its texture is refreshingly lightweight and gets absorbed easily without any stickiness, leaving the skin super soft and hydrated.
JUNGSAEMMOOL KIDS Essential Facial & Body Lotion retails for S$41 at the JUNGSAEMMOOL flagship store, jsmbeauty.sg, Shopee, and Lazada.
BYOMA Moisturising Gel Cream
Experience instant and lasting hydration with this lightweight, oil-free daily moisturiser. Its unique gel-cream texture combines the cooling effect of a gel with the deep hydration of a cream, absorbing quickly to soften and hydrate your skin!
Formulated with our barrier-boosting Tri-Ceramide Complex — a blend of ceramides, cholesterol, and fatty acids — alongside niacinamide and antioxidant-rich green tea, this moisturiser effectively enhances skin barrier function.
It’s also clinically proven to increase skin hydration immediately while helping to reduce skin sensitivity.
BYOMA Moisturising Gel Cream (50ml) retails for S$25.21 at Amazon.
Glow Recipe Plum Plump Hyaluronic Cream
This whipped gel cream, packaged in a refillable jar, hydrates and visibly balances unpredictable skin for that dewy-looking glow.
It has a blend of multi-weight hyaluronic acids to hydrate the skin and keep it plump and bouncy. Meanwhile, polyglutamic acid, a hydrating peptide, helps boost the efficacy of hyaluronic acid and lock in moisture.
Lastly, the plum and ice willowherb ingredients brighten and visibly balance the skin.
Glow Recipe Plum Plump Hyaluronic Cream retails for S$34 (20ml) and S$65 (50ml) at Sephora.
Evereden Kids Multi-Vitamin Face Cream Cool Peach
This moisturiser is specially formulated to provide essential hydration, balance, and soothing properties for vulnerable facial skin.
Enriched with niacinamide, it helps retain the skin’s moisture throughout the day. There’s also a MegaVitamin Complex™, which delivers a combination of amino acids and Omega 3, 6, and 9 to specifically address a kid’s facial skin.
Although it’s made for children aged four and above, it can also be used by the whole family!
Evereden Kids Multi-Vitamin Face Cream Cool Peach (50ml) retails for S$55 at Sephora.
CeraVe Facial Moisturizing Lotion AM SPF 30
This moisturiser offers an ideal solution by combining hydration and sun protection in a non-comedogenic formula that won’t clog pores or trigger acne!
Featuring three essential ceramides to lock in moisture and restore your skin’s protective barrier, this lotion also includes hyaluronic acid for hydration and niacinamide to soothe.
The patented MVE technology ensures a slow release of ceramides throughout the day, while broad spectrum SPF 30 with InVisibleZinc™ provides effective sun protection without a chalky residue, making it perfect for morning skincare.
CeraVe Facial Moisturizing Lotion AM SPF 30 retails for S$20 at Shopee, S$25.90 at Hush SG, and S$25.11 (52ml) at Watsons.
Evereden Protective Mineral Face Cream SPF 20
This versatile face moisturiser offers comprehensive protection against sun, blue light, and pollution all year round.
Ideal for children aged 3 and up, this 4-in-1 product is suitable for the entire family, including pregnant women, babies, and adults with sensitive skin.
It’s also non-comedogenic and formulated with nourishing sunflower seed oil and provitamin B5 to ensure your skin stays protected and hydrated at the same time.
Evereden Protective Mineral Face Cream SPF 20 (50ml) retails for S$65 at Sephora.
Bubble Solar Mate
Made to be a revolutionary sunscreen that tackles all SPF issues effortlessly, this mineral SPF 40 UVA/UVB sunscreen offers full spectrum protection with a sheer, lightweight texture that blends seamlessly into all skin tones.
The formula includes ginseng extract to help brighten the skin’s appearance, cocoa seed extract to balance the skin’s hydration without feeling heavy, and glycerin to offer smooth application without sticky or greasy residues.
It’s also non-comedogenic, making it perfect for sensitive and acne-prone skin!
Bubble Solar Mate (50ml) retails for about S$25.73 (USD 19) at Bubble.
Isntree Hyaluronic Acid Watery Sun Gel
For an extremely hydrating and lightweight chemical sunscreen from Korea, try Instree’s!
It features eight types of hyaluronic acid to lock in moisture and prevent any moisture loss caused by external factors.
There are also beneficial ingredients like astaxanthin for nourishment, ceramide for moisturising power, fig fruit extract for moisturising, and centella asiatica extract for soothing properties.
Isntree Hyaluronic Acid Watery Sun Gel (50ml) retails for S$23.98 instead of S$30.59 at Shopee, at the time of writing.
JUNGSAEMMOOL KIDS Mild Lip Balm
JUNGSAEMMOOL even has a lip balm made just for kids! It can transform any lips from dry and weak to soft and moisturised.
Formulated with pure, safe, and clean ingredients, this lip balm provides all-day moisture and even gives a bright sheen without any of the stickiness.
JUNGSAEMMOOL KIDS Mild Lip Balm retails for S$23 at the JUNGSAEMMOOL flagship store, jsmbeauty.sg, and Shopee.
Feature image credits: @candycrush91169/TikTok, @brookejeffymd/TikTok, @taylaajacksonn/TikTok
