The surge of middle schoolers flocking to Sephora, dubbed “Sephora tweens,” has sparked widespread attention and discussion. From social media uproar to parental concerns about pricey skincare wish lists, the phenomenon prompts questions about Generation Alpha’s growing consumer influence. Gen Alpha, born between 2010 and 2024, is the largest and most diverse generation in history, influenced by Millennial parents and digital media. Despite their young age, Alphas exhibit mature tastes and favor brands like Sephora, drawn to their association with social media beauty culture and interactive shopping experiences. As Gen Alpha matures, their purchasing power will only increase, emphasizing the importance of brands adapting to their interests and preferences to foster long-term loyalty.
From Sephora Tweens to Spending Machines: Harnessing the Growing Purchasing Influence of Generation Alpha.
Updated on May 7, 2024