A new study has revealed that over 63% of Gen Alpha children are asking their parents for fashion, beauty, and makeup products they see online. The survey, conducted by HostingAdvice, highlights the increasing influence of social media on young consumers, with platforms like TikTok playing a significant role in shaping their shopping habits.
The study found that nearly 70.4% of parents with children aged 7-14 report receiving these requests at least once a week, with 28% experiencing daily demands from their kids. Skincare, cosmetics, and makeup products are particularly popular among Gen Alpha, with 37% of kids expressing aspirations to become social media influencers.
Experts suggest that the constant exposure to targeted advertising and influencer culture is fueling this trend. “Retail therapy has transitioned to the digital world, and kids today are more exposed to persistent marketing tactics,” said Christian de Looper, consumer technology expert at HostingAdvice. “Social media platforms like TikTok supercharge the desire to keep up with trends and seek validation through material goods.”
The survey also noted a strong preference among young consumers for Korean beauty brands and makeup trends popularized by K-pop stars. Many children, like 14-year-old Mehreen, are influenced by Asian celebrities, such as Indian actress Katrina Kaif, and often request cosmetics endorsed by their idols.
While these trends reflect a natural part of growing up in a digitally connected world, experts warn of the potential impact on children’s self-image. “Gen Alpha, as social media natives, are highly responsive to visual and aspirational content, making beauty and fashion products a significant part of their self-expression,” said life coach Girish Hemnani. He noted that many parents are increasingly concerned about the early fixation on consumerism and aesthetics in their young children.
As the influence of online platforms continues to shape the way young people engage with fashion and beauty, parents are grappling with how to manage the growing demand for products and their children’s desire for social validation.
