Sub-trends
Meticulous Beauty
What is it?
Perfectionism is increasingly impacting beauty...
...mostly driven by unprecedented access to information and the social media pressure of always presenting an optimal version of yourself.
Consumers are more critical and discerning
Consumers are more critical and discerning and look for products offering more comprehensive benefits, with proven results and ingredient transparency.
Young people are proactively looking for anti-aging solutions, much earlier than previous generations
Evidence Beauty
With more information available online about ingredients and what they do, beauty consumers increasingly look out for proven products backed by science or clinical research, demanding full transparency.
Skinification
Perfectionism, a desire for holistic beauty and increased consumer knowledge about skincare, specific ingredients and the impact of the sun leads to a higher interest in hair, sun and body care with specific skin and scalp benefits.
Tween Anti-Aging
Tweens are known to be concerned about how they look. Combined with increased algorithm based social media usage they splurge on anti-aging skincare. 14 yo Carson Bradleys TikTok post about skin routines went viral in 2023.
Data and statistics
6 out of 10...
...girls say there is a lot of pressure to show your best self on social media.
In 2024...
...the state of California tried to ban sales of anti-aging skin care to kids below 13.
49%...
...of US skincare growth was account for by Gen Alpha.
Mini Me Parenting
Despite all controverse about Tween Beauty, parents of Gen Alpha buy more often specific beauty products for their children than parents of children of other age groups.
