Event Recap: CosmoProf Las Vegas; K-Beauty Expands, Wellness & Value Evolve

Research evidence excerpt

Event Recap: CosmoProf Las Vegas; K-Beauty Expands, Wellness & Value Evolve

(ages 8-17) building

routines as young as age 8. Parents are the primary source of beauty education & purchasing influence:

71% of Gen Alpha cites parents as a key learning resource, while social media influence appears

concentrated among a small group of trusted creators (avg 3-4 followed). Although children have

gained greater influence over product selection, purchases are still largely funded by others, reinforcing

the need for brands to win both the child’s attention and the parent’s endorsement. Gen Alpha

is highly routine-driven but frequently experiments within those routines, particularly in fragrance,

and continues to prefer shopping in-store across categories. Despite the “Sephora Kids” narrative,

purchasing remains rooted in mass retail, with WMT leading awareness and purchase behavior,

while Sephora ranks as Gen Alpha’s #2 favorite retailer despite placing fifth in purchase behavior.

The disconnect suggests younger consumers may aspire to prestige retailers, but actual purchasing

behavior remains grounded in accessibility. Against this backdrop, ELF has carved out a unique

position as Gen Alpha’s most purchased & favorite makeup brand in the last 6 mos, successfully

balancing affordability with social relevance.

Innovation: More than 30K products come to mkt every year, yet only ~5% tend to survive. While

consumers constantly demand innovation, the industry's accelerated pace often encourages brands

to iterate on viral trends rather than develop truly differentiated products. Ingredients such as PDRN,

exosomes, GLP-1-focused skincare, & longevity claims can quickly become crowded as brands rush to

capitalize on emerging buzz, creating significant market noise.