Since 2023, Glossy has been closely tracking the rise of Gen Alpha’s beauty obsession. While kids and tweens have always discovered beauty products as they grow up — whether by watching their mothers at home or learning from friends at school — Gen Alpha is among the first cohorts to learn from influencers on TikTok, in real time and in lockstep with the trend cycle. They (famously) became obsessed with Drunk Elephant, at times overwhelming the brand’s in-store displays at Sephora and earning the nickname “Sephora Kids,” a label often intended disparagingly. Simultaneously, brands emerged to meet the moment. Among them: Erly, Rile and Saint Crewe. Evereden, which launched in 2018 with products for babies, expanded with a collection of tween-forward skin care in October 2024. In the same year, it surpassed $100 million in sales, proving market demand.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
