Gen Alpha has moved from trend followers to active beauty consumers, pushing brands and retailers to rethink product design, marketing, and ethics. Here's what you need to know:
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Mintel predicts that Gen Alpha's spending power will reach $5.5 trillion by 2029.
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Evereden, a brand that started selling baby products and has expanded into tween-forward skin care, surpassed $100 million in sales in 2024, with 85% of its revenue now coming from Gen Alpha-focused products.
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Evereden and Salish Matter’s Sincerely Yours both launched at Sephora in fall 2025, signaling the retailer’s commitment to welcoming Gen Alpha shoppers despite controversy around the so-called "Sephora Kids."
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Sincerely Yours leveraged Salish Matter’s massive reach with 33.7 million YouTube followers via her father Jordan Matter and nearly 10 million combined Instagram and TikTok followers, showing how Gen Alpha creators can rapidly build demand.
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Shay Mitchell launched her brand Rini with the debut of sheet masks for kids ages four to twelve. The brand received backlash around promoting skincare products to kids as young as four, while others argued that skincare starts from birth.
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Evereden CEO Kimberley Ho emphasized how Gen Alpha-focused brands must appeal to both millennial parents and Gen Alpha consumers, while dermatologists like Dr. Amy Wechsler support simple routines like cleansing, moisturizing, and sun protection without adult beauty excesses.
The Data Behind Evereden and Sincerely Yours
Gen Alpha is reshaping beauty, with Evereden and Sincerely Yours shaping how age-appropriate products, influence, and ethics intersect for a new generation of consumers.
Charm shows the DTC and TikTok Shop data behind Evereden and Sincerely Yours right now.
Evereden
Evereden develops dermatologist-tested skin and hair care essentials made specifically for children, focusing on gentle formulas suited for young and sensitive skin.
DTC Data
Charm Growth Score: 87.81
Charm Success Score: 99.19
Fastest-Growing Channel: Facebook
Audience Demographic Skew: Female, age 25-34
TikTok Shop Data
U.S. TikTok Shop Sales in 2025: $786.7K
Video Views: 60.3M
Items Sold: 26.2K
Sincerely Yours
Sincerely Yours creates straightforward skincare essentials for the next generation, focusing on simplicity, everyday use, and formulas made to fit real life.
DTC Data
Charm Growth Score: 55.54
Charm Success Score: 49.13
Fastest-Growing Channel: Instagram
Audience Demographic Skew: Female, age 25-34
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