Gen Alpha boys driving growth in beauty and skincare markets

Generation Alpha boys are increasingly entering the beauty and skincare market, driven by social media trends on platforms like TikTok. This shift marks a departure from traditional male grooming, as younger consumers show growing interest in products that were previously marketed primarily to women or older generations.

Data from Razorfish indicates that 45 percent of Gen Alpha boys are interested in skincare, with 25 percent maintaining a routine involving at least three products. According to the Global Cosmetic Industry, 88 percent of boys aged 7–17 express interest in body and hair care. While body and hair care remain primary interests, there is a rising demand for facial products and fragrances. The trend is also characterized by a move toward gender-neutral cosmetics and a focus on products that can be discovered through social media influence.