Sephora Tweens to Spending Machines: Capturing the Emerging Buying Power of Gen Alpha

Image credit: Deva Darshan via Unsplash

If you or a loved one has been impacted by the recent influx of middle schoolers raiding the skincare shelves at your local Sephora, you aren’t alone. The “Sephora tweens” phenomenon has garnered heavy attention (and a dose of criticism) across social media, news outlets, and pop culture in recent months—and there’s a lot more to the conversation than a simple “kids these days.” 

From disgruntled fellow shoppers TikToking their experience shopping for makeup among rowdy twelve-year-olds to parents baulking at the prices of their tweens’ Drunk Elephant-laden wish lists, the impact of this generation’s entrance into consumerism sparks a variety of questions. 

First and foremost, what does the Sephora tween sensation mean for brands—and how does this represent Generation Alpha’s budding spending power?

Meet your newest shoppers 

Gen Alpha is the generation born between 2010 and 2024. With Millennial parents and screens in their hands since toddlerhood, these so-called “iPad kids” aren’t just digitally native—some are calling them “digital ninjas.” 

By 2025, these kids will number approximately 2 billion—the largest and most diverse generation in history.

As “upagers,” older members of Gen Alpha tend to be interested in more “grown-up” brands and retailers - Netflix, Nike, Amazon, Apple, and, of course, Sephora.  

This generation is influenced by both the buying habits of their Millennial parents and the social media and social entertainment content they consume. While many Alphas are probably still too young to be scrolling through TikTok, YouTube’s parental controls have made it a mainstay for kids and teens online. 

Gen Alpha has been raised on content that centres around products. This means that love for Sephora makes a lot of sense. It’s home to the popular brands featured in Get Ready With Me videos and product reviews, allowing this age group to try and buy the products that hold social capital online. It’s a store marketed towards women rather than pre-teen girls, an enticing quality for a cohort that feels older than their years. And, it’s a retailer that allows interaction and product exploration through never-ending testers and samples. 

The importance of in-store experimentation

When Millennials were Gen Alpha’s age, stores like Limited Too and Claire’s were more than just places to shop. They acted as a kind of “third place,” a space designed for tweens and teens to explore products made just for them. 

Today, spots like these are far less popular or non-existent. 

Instead, the National Retail Federation says of the Alphas: “Members of this generation lean hard into experiences, preferring to frequent shops where they can tinker with tech or be hands-on with a new gadget.” 

This preference for in-person experiences and interactions is crucial for brands to understand. While Gen Alpha may be digitally savvy, they still value the tangible and sensory aspects of shopping. Sephora's success with Gen Alpha can be attributed to its ability to create a unique and immersive shopping experience. Gen Alpha wants to be a part of this world of beauty, maturity, and self-expression, and Sephora provides the space for them to do so while simultaneously interacting with the products they see most on social media. 

Creating connections for future loyalty

The Sephora tween craze is emblematic of this maturing generation’s need for brands to take them seriously, and the opportunity for retailers to make space for them. As they grow into their spending power, Gen Alpha’s financial influence only stands to take off. 

Thus, brand experiences for Gen Alpha must be seamless, allowing them to connect their digital worlds and online interests with IRL events and opportunities. For example, Claire’s has created its own immersive, digital world on Roblox that allows users to socialise and play in an online environment, while getting excited about products sold in-store. 

In-store, brands can deliver Gen Alpha-enticing experiences by creating opportunities for customization and hands-on, interactive product discovery. Jewellery brand Kendra Scott has begun capturing the hearts of younger shoppers by framing its stores as a place for connection, celebration, and events. Shoppers can host parties and customise their own pieces at the Color Bar®—a memory-maker that lets shoppers combine trendy jewellery with individual flair. 

Adapting to Alphas’ interests 

As Generation Alpha continues to grow and assert its spending power, the emergence of Sephora Tweens offers valuable insights into their shopping interests and behaviours. This maturing generation demands to be taken seriously, and retailers have the opportunity to create age-appropriate experiences both online and offline. By seamlessly connecting their digital worlds with real-life events and offering customization and interactive product discovery, brands can capture the hearts and loyalty of Gen Alpha.