Gen Alpha is the youngest generation after Gen Z, and they’re currently age 13 and younger. They’re also the most digitally savvy and socially conscious generation ever, and they have a lot of influence over their parents’ spending habits. But what’s surprising many people is their newfound obsession with Sephora and pricey skincare lines like Drunk Elephant.
What is Sephora and Drunk Elephant?
Sephora is a global beauty retailer that offers a wide range of cosmetics, skincare, haircare, fragrances, and accessories from various brands. It has over 2,600 stores in 34 countries, and it also operates an online platform and a loyalty program. Sephora is known for its innovative and interactive shopping experience, as well as its diverse and inclusive product selection.
Drunk Elephant is one of the brands that Sephora carries, and it’s a cult-favorite among skincare enthusiasts. Drunk Elephant was founded in 2012 by Tiffany Masterson, who wanted to create clean, effective, and cruelty-free products that would suit all skin types and concerns. Drunk Elephant’s products are formulated with natural ingredients, such as marula oil, glycolic acid, and vitamin C, and they’re free of what the brand calls the “Suspicious 6”: essential oils, drying alcohols, silicones, chemical sunscreens, fragrances, and dyes. Drunk Elephant’s products are also known for their colorful and minimalist packaging, which appeals to many consumers.
Why are Gen Alpha kids and tweens obsessed with Sephora and Drunk Elephant?
There are several reasons why Gen Alpha kids and tweens are obsessed with Sephora and Drunk Elephant, and they’re not all superficial. Here are some of the main factors that contribute to this phenomenon:
- Social media influence: Gen Alpha is the first generation that grew up with social media, and they’re constantly exposed to beauty content from influencers, celebrities, and peers. They see how makeup and skincare can transform one’s appearance, express one’s personality, and boost one’s confidence. They also learn about the latest trends, tips, and tricks from various platforms, such as TikTok, YouTube, and Instagram. Sephora and Drunk Elephant are among the most popular and talked-about brands on social media, and they have a lot of positive reviews and testimonials from users of all ages. Gen Alpha kids and tweens are influenced by these sources and want to try the products for themselves.
- Self-care and wellness: Gen Alpha is also the most stressed and anxious generation ever, due to factors such as the COVID-19 pandemic, climate change, social injustice, and academic pressure. They’re looking for ways to cope and relax, and one of them is through self-care and wellness. Skincare is a form of self-care, as it involves taking care of one’s physical and mental health, as well as one’s appearance. Skincare can also be a fun and enjoyable activity, as it allows one to experiment with different products, scents, textures, and routines. Sephora and Drunk Elephant offer a variety of skincare products that cater to different needs and preferences, and they also have a reputation for being high-quality, effective, and safe. Gen Alpha kids and tweens are attracted to these brands because they want to pamper themselves and feel good.
- Peer pressure and FOMO: Gen Alpha is also the most connected and competitive generation ever, and they’re aware of what their friends and classmates are doing and buying. They want to fit in and belong, and they don’t want to miss out on anything. Skincare is a social and cultural phenomenon, as it can be a topic of conversation, a source of bonding, and a sign of status. Sephora and Drunk Elephant are considered as prestigious and desirable brands, and they can be seen as a way to impress and influence others. Gen Alpha kids and tweens are obsessed with these brands because they want to be part of the trend and the community.
What are the pros and cons of Gen Alpha’s obsession with Sephora and Drunk Elephant?
Gen Alpha’s obsession with Sephora and Drunk Elephant has both positive and negative implications, and they’re not mutually exclusive. Here are some of the pros and cons of this phenomenon:
- It can foster a sense of creativity, curiosity, and experimentation, as Gen Alpha kids and tweens explore different products, styles, and techniques.
- It can enhance a sense of self-esteem, confidence, and empowerment, as Gen Alpha kids and tweens learn to appreciate and take care of their skin and appearance.
- It can promote a culture of diversity, inclusivity, and positivity, as Sephora and Drunk Elephant celebrate and cater to different skin types, tones, and concerns, and encourage users to be themselves and have fun.
- It can educate and inform Gen Alpha kids and tweens about skincare ingredients, benefits, and routines, and help them develop healthy and hygienic habits.
- It can be expensive and wasteful, as Sephora and Drunk Elephant products are not cheap, and Gen Alpha kids and tweens may buy more than they need or use.
- It can be harmful and risky, as Sephora and Drunk Elephant products may not be suitable or safe for young and sensitive skin, and Gen Alpha kids and tweens may not use them properly or follow the instructions.
- It can create a sense of pressure, insecurity, and dissatisfaction, as Gen Alpha kids and tweens may compare themselves to others and feel that they need to look a certain way or use certain products to be accepted and valued.
- It can distract and divert Gen Alpha kids and tweens from other important aspects of their lives, such as school, family, and hobbies, and make them spend too much time and energy on skincare.
Here are some frequently asked questions about Gen Alpha’s obsession with Sephora and Drunk Elephant:
- Q: Is it normal for Gen Alpha kids and tweens to be obsessed with Sephora and Drunk Elephant?
- A: It is normal for Gen Alpha kids and tweens to be interested in and curious about Sephora and Drunk Elephant, as they are part of the beauty culture and industry that they are exposed to. However, it is not healthy for them to be obsessed with these brands, as it can indicate a lack of balance, moderation, and perspective in their lives.
- Q: Is it OK for Gen Alpha kids and tweens to use Sephora and Drunk Elephant products?
- A: It depends on the product, the user, and the usage. Some Sephora and Drunk Elephant products may be OK for Gen Alpha kids and tweens to use occasionally and sparingly, as long as they are gentle, mild, and appropriate for their skin type and concern. However, some products may not be OK for them to use at all, as they may be too harsh, strong, or advanced for their young and delicate skin. Gen Alpha kids and tweens should always consult with their parents, guardians, or dermatologists before using any Sephora and Drunk Elephant products, and follow the directions and precautions carefully.
- Q: How can parents, guardians, or educators help Gen Alpha kids and tweens with their obsession with Sephora and Drunk Elephant?
- A: There are several ways that parents, guardians, or educators can help Gen Alpha kids and tweens with their obsession with Sephora and Drunk Elephant, such as:
- Having open and honest conversations with them about their interest in and motivation for using these brands, and listening to their thoughts and feelings without judgment or criticism.
- Setting clear and reasonable boundaries and rules for them regarding their skincare spending, usage, and time, and enforcing them consistently and fairly.
- Providing them with alternative and affordable skincare options that are suitable and safe for their age and skin, and teaching them how to use them correctly and responsibly.
- Encouraging them to focus on and appreciate their natural beauty and inner qualities, and reminding them that skincare is not the only or most important factor that defines them or their worth.
- Supporting them to pursue and enjoy other activities and interests that can enrich and fulfill their lives, such as sports, arts, music, reading, or volunteering.