The beauty industry in 2025 looks fundamentally different from what it was just a few years ago. While Millennials and Gen Z have long shaped the direction of skincare and cosmetics, a newer, younger consumer group is beginning to have a measurable impact: Generation Alpha—today’s tweens and teens, born between 2010 and 2024.

At Evidnt, we track real-time retail activity across the U.S., offering brand managers and retailers visibility into what’s truly moving off shelves. This year, our data shows that Gen Alpha’s beauty habits aren’t just emerging—they’re already reshaping the market.

Let’s unpack the brands seeing the fastest growth, what’s driving those numbers, and how beauty category leaders can adapt. 

The Fastest-Growing Beauty Brands in the U.S. (2025)

We analyzed year-over-year growth across beauty categories and found a range of brands outperforming the market. These are not just social media trends—they’re real retail movers, showing up across mass, specialty, and digital storefronts. (See full list here) 

Some brands, like Tarte and Lucas Papaw, are seeing explosive growth thanks to renewed consumer attention on ingredient transparency, multi-functional formulas, and products that perform well on social media. Others—such as Mkzea, which leverages beef tallow in skincare—are growing by appealing to niche wellness communities.

This data shows that the fastest-growing brands aren’t necessarily the biggest—they’re the ones that are aligned with where beauty behavior is heading.

Gen Alpha Is Already Shaping the Beauty Category

For a long time, beauty brands focused on Millennials and Gen Z. But now, a younger cohort—Generation Alpha—is engaging with skincare and cosmetics at earlier ages, and their preferences are pushing the industry in new directions.

Here’s what’s different about how Gen Alpha interacts with beauty:

1. Early Skincare Adoption

Many Gen Alpha consumers are starting skincare routines in their pre-teens. Influenced by siblings, parents, and creators on platforms like TikTok and YouTube, they’re aware of serums, face masks, and clean beauty products years before previous generations ever engaged with the category.

This doesn’t just influence their own buying behavior—it also shapes the household purchasing decision. Parents are increasingly buying skincare with younger children in mind, whether that’s avoiding strong actives or choosing products with gentle, recognizable ingredients.

2. Social Media Drives Discovery

Traditional advertising is no longer the primary influence. Instead, social discovery—especially TikTok—drives awareness, trust, and trial. When an 11-year-old sees their favorite creator use a mist or lip mask, it immediately enters the consideration set.

This is especially important for brands like Tarte, which have leaned into creator-first strategies and seen viral success as a result.

3. Aesthetic Packaging Is Part of the Appeal

For Gen Alpha, product design matters. Packaging that looks good on a bathroom shelf, is fun to unbox, and photographs well is more than a nice-to-have—it’s part of how they evaluate product value. Brands like Ronkie and Mixsoon are benefitting from this shift with clean, visually appealing formats that feel made for social sharing.

4. Ingredient Safety Is Non-Negotiable

Clean ingredients are more than a trend—they’re an expectation. Young shoppers and their parents are actively reading ingredient labels, looking for formulas that are gentle, non-toxic, and transparent. Brands like Pyunkang Yul and De La Cruz stand out by aligning with this growing demand.

5. Inclusivity Is Table Stakes

Gen Alpha is the most diverse generation yet—and they expect the products they use to reflect that. Brands that offer a broad range of shades, hair types, and skin needs are more likely to earn loyalty early. Miss Jessie’s is a standout here, meeting the needs of naturally curly and textured hair types with authenticity.

What Brand Managers and Retailers Should Focus On in 2025

As Gen Alpha gains purchasing power and continues to influence household shopping, beauty brands must shift how they think about growth. Here are four strategic takeaways:

1. Develop Products with Younger Users in Mind

This doesn’t mean marketing to children—but it does mean understanding the needs of younger skin. Skincare should be gentle, effective, and easy to use, with clear communication on safety and ingredients.

2. Prioritize Social-First Marketing

Retail placement is still critical, but discovery begins on platforms like TikTok. Collaborating with relevant creators and prioritizing organic social reach is now essential to building demand.

3. Treat Packaging as an Extension of Brand Identity

Today’s beauty shopper doesn’t just use your product—they display it. That means packaging should be designed for visibility, shareability, and simplicity.

4. Stay Agile with Retail Insights

Categories are shifting fast. The brands growing now weren’t necessarily dominant two years ago. Tools like Evidnt help you track retail performance in real-time so you can stay ahead of what’s resonating.

Final Thoughts

The rise of Gen Alpha—and the beauty brands growing alongside them—marks a turning point for the industry. Skincare and beauty are now being shaped earlier, more digitally, and more consciously than ever before.

If your brand wants to compete in 2025 and beyond, the takeaway is clear: watch what’s happening in real time, and respond faster than the competition. That’s how the fastest-growing brands are winning—and where the next wave of category leaders will come from.

Want access to live category insights and brand tracking across beauty retail?

Get in touch with Evidnt to see how we can help you spot and act on what’s next—before it’s everywhere.