In Malaysia and around the world, tweens are fast shaping the beauty industry

They may till be young, but Gen Alpha is fast shaping beauty retail with their decisive opinions. Photo: 123rf

They are barely 13 and still living on pocket money, but Gen Alpha (born between 2010 and 2024) is fast shaping beauty retail with their online connectedness and decisive opinions.

Leading the pack are celebrities’ children who are now young beauty influencers, sharing their skincare and makeup routines with their millions of social media followers.