The trend research firm NielsenIQ has released its 2026 Gen Alpha Beauty Study, which focuses on the beauty product habits of preteens and teens. The first finding: interest in cosmetics is emerging at an increasingly early age.
The study is based on a 15-minute survey carried out in May 2026 amongst 1,500 Americans aged between 8 and 17, all of whom use cosmetics.
An early interest
Interest in beauty begins, on average, around the age of 10. Some start as early as 8. By the end of their teenage years, many have already established routines and have favourite products. For this generation, skincare is a form of self-expression, confidence and identity.
This trend is driving the market. In households with teenagers and pre-teens, sales of beauty products are up by 12.4 per cent. Cosmetics rank third among the most important categories for Gen Alpha, behind clothing and sweets.
Exploring without breaking with habits
Gen Alpha tries out a lot of things but does not radically change its habits. 55 per cent of those surveyed try a new fragrance every month.
Independence sets in early. 67 per cent of young people surveyed choose a large proportion of their products themselves. The role of parents therefore shifts towards funding these purchases.
Income levels influence behaviour. Young people from the most affluent households enter this category earlier, focus more on skincare and get …
