If you’ve scrolled through TikTok or any other social media platform lately, you’ve probably witnessed the rise of Gen Alpha’s online presence. Gen Alpha comprises kids born from 2010 onwards, and despite their young age, they’re already leaving a significant mark on pop and social media culture. One particularly notable trend is their fascination with high-end beauty products, notably those from Sephora and Ulta. Young girls are flooding beauty stores in what has been called an “epidemic” online.

Social media platforms like TikTok and YouTube have provided these young “influencers” with an outlet to showcase their makeup and skincare routines. Among the plethora of trendy and pricey skincare brands, one that stands out is Drunk Elephant. Several products from this brand have gained immense popularity among Gen Alpha, with a focus on anti-aging formulations. At the heart of many of these routines lies the Protini™ Polypeptide Cream, priced at $68, promising to rejuvenate and firm the skin. Often combined with the $48 B-Hydra™ Intensive Hydration Serum and the $38 D-Bronzi™ Anti-Pollution Sunshine Drops, this skincare regimen adds up to $160 before the makeup even begins. 

This interest in skincare among Gen Alpha has led to a concerning issue. Like many beauty retailers, Sephora provides testers for customers to sample products. Unfortunately, some children have been using these testers in store to create “skincare smoothies,” where they combine multiple products and additives and often leave them to dry out and make a mess. The widespread misuse of testers has even sparked rumors that Sephora might do away with them altogether.

Drunk Elephant isn’t the only brand capturing the attention of Gen Alpha. Other popular brands include Glow Recipe, Sol De Janeiro, Charlotte Tilbury, Rare Beauty, The Ordinary, La Roche-Posay, and many more. As this generation continues to grow and engage with social media, their influence on beauty and pop culture is expected to expand further, for better or worse.