Skincare na Geração Alfa: Tendência Global Entre Crianças e Pressão Social

Introduction

Skincare for Generation Alpha has become a global phenomenon. Children and pre-teens born since 2010 are increasingly engaging in skincare routines that were previously exclusive to adults. On social media, especially TikTok and Instagram, this movement has sparked intense discussions: is the beauty industry shaping early behaviors, or are we witnessing a new awareness of health and aesthetics?

This issue is more complex than it appears. Behind the colorful bottles and Instagrammable packaging, there are layers of marketing, digital identity, and generational shifts that deserve critical analysis.

Generation Alpha and its relationship with digital consumption

Generation Alpha is the first generation to be born fully connected. From an early age, these young people interact with screens, influencers, and algorithms that shape their preferences.

According to McCrindle (2023), the Australian demographer who coined the term, Generation Alpha tends to be more globalized and visual than any previous generation. It's no coincidence that short videos of skincare routines go viral: they're visual, aspirational, and easily replicated.

> “For Generation Alpha, product consumption is not just about functionality, but about digital identity and belonging” (SILVA, 2024, p. 67).

Skincare in Generation Alpha: from self-care to social status

Skincare is no longer just a self-care practice. Today, for many young people, it represents a marker of social status. Luxury brands have recognized this opportunity and have begun investing in teen-friendly lines, featuring colorful packaging and affordable prices.

However, dermatologists warn of the risks: products with acids or potent compounds can damage children's skin. The Brazilian Society of Dermatology (2024) recommends that children and pre-adolescents' skincare routines be limited to gentle cleansing, moisturizing, and sun protection.

The role of social networks

Platforms like TikTok are fueling the so-called “Sephora Kids” movement — girls and boys ages 8 to 12 flocking to cosmetics stores in search of the products seen in viral videos.

A Pew Research Center study (2024) showed that 43% of parents of children aged 9 to 12 reported that their children ask for skincare products after watching digital influencers.

This raises debates about advertising targeted at minors, a delicate area in terms of ethics and regulation.

Critical analysis: health or early consumption?

The movement can be seen from two perspectives:

1. Self-care awareness: Some experts argue that learning about sun protection from an early age is positive and can prevent skin diseases in the future.

2. Early aesthetic pressure: on the other hand, there are risks of encouraging unattainable beauty standards, generating anxiety, body dissatisfaction and childhood consumerism.

According to American psychologist Jean Twenge (2024), early contact with beauty routines can influence the construction of self-esteem and the perception of personal value, which requires attention from parents.

Economic and market aspects

The global skincare market generated US$163 billion in 2022 (Statista, 2023) and is expected to exceed US$200 billion by 2026. Young people, despite not having their own purchasing power, directly influence families' purchasing decisions.

Brands like CeraVe, The Ordinary, and Glow Recipe have already adapted their campaigns to capture this audience. At the same time, the digital information product industry is growing, such as skincare courses and e-books on beauty routines, many of which are sold on platforms like ClickBank.

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Conclusion

Skincare for Generation Alpha is more than a passing fad. It reflects a hyperconnected world where consumption, identity, and health intertwine. It's up to parents, educators, and healthcare professionals to mediate this process, ensuring that self-care doesn't become premature aesthetic pressure.

> “Education about skin health must come before the unbridled consumption of products” (CAMPOS, 2024, p. 112).

Ultimately, the debate isn't just about creams and lotions, but about how we're shaping the values of an entire generation.

References

CAMPOS, A. Dermatology and childhood: new challenges. São Paulo: Manole, 2024.

McCRINDLE, M. The Alpha Generation. Sydney: McCrindle Research, 2023.

PEW RESEARCH CENTER. Children, influencers and consumer behavior. Washington, 2024.

SILVA, R. Digital youth and identity. Rio de Janeiro: Zahar, 2024.

BRAZILIAN SOCIETY OF DERMATOLOGY. Technical note on children's skincare. Brasília, 2024.

STATIST. Global skincare market revenue. Hamburg, 2023.