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Gen Alpha goes gaga over Gisou

By Lauren Wilson Feb. 14, 2024

Saachi Basavaraju Art

Sephora, an established beauty retailer known for its appeal to young women, has experienced a takeover by Generation Alpha, or Gen Alpha. These post-2010 babies are flocking the stores to indulge in their newly found skincare obsession, eager to purchase expensive items that are unnecessary for their still-developing skin.

Beauty brands anticipated significant holiday sales for 2023, expecting parents to buy skincare products for their Gen Alpha children, as children tagged brands like e.l.f Beauty and Bubble in their wishlists. Australian socialite Roxy Jacenko shared her 11-year-old daughter’s list, consisting of Sol-de-Janeiro Spray and moisturizer from Drunk Elephant, a skincare brand catered to middle-aged women with anti-aging products priced up to $150. Moreover, 12-year-old content creator Evelyn gained 500,000 followers through videos showing her elaborate skincare and makeup routines. Many questioned why Gen Alpha needs to use several expensive products, claiming it diminishes a traditional childhood.

Saachi Basavaraju Art

Gen Alpha’s makeup and skincare craze is rooted in the desire to change their appearance. Obsessing over beauty at a young age negatively impacts children’s self-esteem. Gen Alpha’s time spent on the internet has contributed to this widespread obsession. To combat this, parents should provide their children with hands-on activities to stimulate their developing brains and be mindful of what their children are exposed to. In addition, beauty brands should avoid targeting easily impressionable younger audiences in their advertising. 

“I saw videos of Gen Alpha children going to Sephora to buy skincare products, and although taking care of your skin can be beneficial, worrying about it at such a young age will only worsen body dysmorphia over time. When I was younger, I received toys like Skylanders and a 3DS for Christmas and I feel bad that young children are now too invested in their appearance to have fun,” Sophomore Timothy Song said.

Saachi Basavaraju Art

Although skincare can promote habit-building skills, it remains problematic due to the pressures it imposes on young individuals. Anti-aging advertising is prevalent, with influencers and corporations encouraging viewers to start wearing sunscreen early to prevent wrinkles. According to Nate Jones, a Gen Z marketing consultant, there is a desire among young individuals to emulate older age groups, with tweens feeling more mature using products like retinol. This is damaging to Gen Alpha’s self-esteem, as comparing themselves to influencers may diminish their confidence for not having the same looks and luxurious lifestyles.  Online creators hold responsibility for causing these insecurities in children, as they frequently promote their unrealistic lifestyles while being aware of their young audience. Instead of marketing expensive products and fixating on beauty, influencers should encourage their young audience to enjoy youth and feel confident the way they are. 

“The influence of beauty products online harms young children because it sets their expectations too high, making them feel that they must have a specific product routine to fit in. It is fine for children to be interested in makeup or skincare, but it becomes a concern when they buy unnecessary and potentially harmful products promoted by people they idolize,” Junior Sheridan Cabi said.
Saachi Basavaraju Art

Ultimately, the widespread pressure for women to conform to society’s beauty

standards promotes unrealistic expectations, toxicity and insecurity for girls of all ages. Whether it be parents limiting screen time or providing more activities for Gen Alpha, it is clear that there must be change when parents allow children as young as six to be blindly influenced to follow the expensive beauty routines of grown women.


About the contributors

Lauren Wilson

Last Word and Investigative Reporter Editor

Lauren Wilson is a Junior at Leland High School and is the Last Word and Investigative Report Page-Editor for The Charger Account. She enjoys to volunteer with animals and do cheer.

Saachi Basavaraju


Saachi Basavaraju is a freshman at Leland High School and works as an artist for The Charger Account. In her free time, she enjoys crocheting, reading, listening to crime and horror podcasts, and rewatching clips from her favorite movies and shows.

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