Move over, Gen Z. There is a new generation dominating the beauty aisles, and they are bringing artificial intelligence with them.
New research suggests that Gen Alpha — those born between 2010-2024, and the first to have grown up with AI — is already reshaping how beauty trends are discovered, shared, and purchased.
That comes from a new study by Ulta Beauty and NielsenIQ called Smart Beauty: AI, Personalization and the Gen Alpha Consumer. The online market research study surveyed more than a thousand Gen Alpha respondents and their parents or guardians.
It turns out that Alphas are not just scrolling through GRWM videos, but are using cutting-edge tech in ways that will influence how we all shop for skincare, hair products, and makeup.
Here are the biggest takeaways from the new research, and what they mean for the future of beauty retail.
1. Gen Alpha Shoppers are "Hybrid by Default"
You might think a digital-age generation would only shop online, but you’d be wrong. According to the study, Gen Alpha loves a good old-fashioned trip to the mall.
While many fret that AI-powered shopping will crush brick-and-mortar retail, Gen Alpha is proof of the opposite. Young consumers who use AI tools are 57% more likely to visit physical stores to browse and try products than those who don’t.
A trend might start on social media, continue through AI-powered recommendations that spark curiosity, and end in a store to test retail products in person.
While 78% of Gen Alphas discover new products online, 77% want to smell the fragrance, feel the texture, and try before they buy.
2. Teen Boys are the Unexpected AI Beauty Pioneers
AI acts as an un-intimidating, low-pressure entry point for boys who want to get into personal grooming.
The study found that 26% of teen boys use AI shopping assistants to find personal care products — nearly double the rate of all other Gen Alpha subgroups.
3. Personalization is Their Baseline, Not a Perk
Gen Alpha has grown up in an algorithmic world. Their playlists, videos, and social feeds are curated for them, and they expect self-care shopping to work the same way.
The study shows that nearly three-quarters (73%) of Gen Alpha beauty consumers use personalization tools including customized product advice (35%), AI-powered search results (31%), and content feeds curated exactly to their interests (29%).
Meaning: generic recommendations are out and tailored suggestions are where it’s at. Brands that can deliver personalized experiences have a major advantage with this demographic.
4. Parents are Still the Ultimate Influencers
TikTok trends might get the hype, but parents still hold the power.
A staggering 98% of Gen Alpha parents say they play an active role in what their kids buy. In fact, 41% of young respondents named their parents as their top beauty influence, outranking social media (34%) and friends (29%).
In turn, Gen Alpha consumers are introducing their parents to new products, helping to determine purchases for the whole household. Parents say they want brands to provide clearer ingredient labels and age-appropriate store sections so they can shop safely with their kids.
5. Authenticity Matters More Than Celebrity Endorsements
This generation has an unusually sharp radar for marketing, according to the study, which cites research showing that young consumers want transparency, not perfection. They are more influenced by relatable creators and authentic reviews than by polished celebrity campaigns.
They're also quick to research products, compare alternatives, and move on from brands that don't meet expectations. Transparency and trust are competitive advantages for brands who want to win over young shoppers.
The biggest takeaway from the Ulta Beauty and NielsenIQ research isn't just that Gen Alpha shops differently.
It’s that beauty is becoming part of self-expression for younger consumers than brands have historically targeted, and that beauty retail is heading in the direction they're setting.
That is: AI-powered discovery, personalized recommendations, omnichannel shopping, and a demand for authenticity.
As AI becomes increasingly embedded in everyday shopping, Gen Alpha may be the first generation to treat beauty brands, algorithms, creators, and stores as part of one seamless ecosystem. The beauty industry isn't just marketing to them; it's learning from them.