Building Beauty from Early On: Makeup and Skincare Consumption Behaviors in Generation Alpha

Milena Carolina de Moraes; Rita de Cássia Fossaluza

DOI: 10.22167/2675-6528-202603297

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

The female interest in aesthetics manifests in various societies, being amplified by the advancement of the internet and social media, which have driven the emergence of digital influencers. The study analyzed how digital influencer marketing impacts the consumption behavior and aesthetic perception of Generation Alpha girls (3 to 15 years old) in the state of São Paulo, from the perspective of their parents and/or guardians, focusing on the early consumption of makeup and skincare and the construction of aesthetic standards. To this end, a literature review was conducted, a quantitative online and in-person survey was applied, and an interview was held with a dermatologist. The results indicated that interest in beauty arises early, with encouragement from guardians. The young girls showed a desire for belonging, and makeup items showed a slight predominance over skincare items. Most participants believed that influencer marketing impacts purchasing decisions. It was concluded that interest in beauty and encouragement of self-care are naturalized from an early age, and that influencer marketing contributes to the formation of consumption desires, although the non-probabilistic sample limits generalizations.

Keywords: Adolescents; Children; Aesthetics; Influencers; Social Media.

1. Introduction

Women’s concern with beauty is a phenomenon that manifests in various societies, varying according to historical period and cultural context. In some cultures, aesthetic standards involve bodily modifications from childhood, such as neck elongation in the Kayan Karen tribe (Myint Oo, 2018) or facial tattoos of the Fulani ethnic group (Brooks et al., 2021). In modern Western society, including Brazil, there is a great emphasis on appearance, with a focus on youth and beauty (Lopes and Mendonça, 2016).

With the advent of the internet and social media, the way of consuming information has transformed into the “socialcast” model, where any individual can create, share, and disseminate content on a large scale. In this scenario, digital influencers have emerged as central figures, acting as intermediaries between brands and the public. They use their credibility to bring together and form communities, driving the exchange of information with unprecedented reach and speed (Raposo and Terra, 2021).

The frequent and early use of digital media by children and young people has a significant influence on their development, presenting both benefits and risks. Although monitored use can offer entertainment and pedagogical support, intense use of technologies can lead to negative impacts, such as hormonal suppression that affects sleep and the replacement of physical activities with sedentary habits, harming physical and mental well-being (Silva et al., 2024). In this context, digital marketing plays a crucial role in promoting brands and seeking results, focusing on customer interaction and creating a sense of belonging and meaningful connections (Kotler et al., 2017).

Recently, a phenomenon known as “Sephora Kids” has emerged in the United States, characterized by the consumption of makeup and skincare products by Generation Alpha girls, born from 2010 onwards. This trend, popularized on the social network TikTok, where children share their beauty routines and consumer desires, has attracted the attention of various brands (Rey and Barbosa, 2025). However, the early and unnecessary consumption of cosmetics by minors has raised significant concerns about dermatological health, as alerted by recent studies (O Globo).

The central problem lies in how digital influencer marketing, through social media, impacts the formation of consumption behavior and aesthetic perception in Generation Alpha girls. There is a gap in the in-depth understanding of how these aesthetic standards are constructed and how the anticipation of beauty product consumption affects this age group. The relevance of this study is justified by the growing exposure of children and adolescents to beauty content, by concerns about potential dermatological problems, and by the need to understand the desire for belonging and social comparison that drive this early consumption.

Given this scenario, this work is justified by the urgency to analyze how digital influencer marketing impacts the formation of consumption behavior and aesthetic perception among girls aged 3 to 15 years [Generation Alpha] in the state of São Paulo, from the perspectives of their parents and/or guardians, focusing on early consumption or increased consumption of makeup and skincare, emphasizing the construction of aesthetic standards and anticipation of consumption.

2. Material and Methods

This research was characterized as exploratory and descriptive, of a predominantly quantitative nature. The exploratory approach sought to deepen the understanding of a problem, providing clarifications for a more precise investigation (Queiroz, 2021). The descriptive research aimed to analyze a phenomenon meticulously and in detail. The central purpose of the study was to analyze how digital influencer marketing impacts the formation of consumption behavior and aesthetic perception among Generation Alpha girls, aged 3 to 15 years, in the state of São Paulo, from the perspectives of their parents and/or guardians, with a focus on early consumption or increased consumption of makeup and skincare.

To achieve the objectives, the methodology was structured in three stages. The first stage consisted of a literature review. The second stage involved the application of a quantitative form. Finally, the third stage comprised conducting an interview with an expert. The unit of analysis for the study was the parents and/or guardians of girls from Generation Alpha, aged between 3 and 15 years, residing in the state of São Paulo. The sample, of a non-probabilistic nature, was selected for convenience, totaling 100 respondents for the form and one dermatologist for the interview.

The first stage of the research was dedicated to a literature review, using books and scientific articles to theoretically ground the study. This review allowed for the contextualization of the beauty consumption phenomenon and digital influence. Additionally, an analysis of the social media of child influencers, such as Valentina Abraham (@valenoliabraham) and Maria Victoria (@toria.maria), was conducted. This procedure aimed to observe the posts, engagement, comments, and shares generated in content related to skincare and makeup products, seeking to understand the dynamics of digital communication in this segment.

The second stage consisted of quantitative data collection, carried out between January 6, 2026, and April 8, 2026. A structured form was used on the “Google Forms” platform, applied virtually and in person at shopping malls and schools in the Osasco and Parque Villa-Lobos regions, in the city of São Paulo. The form was directed at 100 parents and/or guardians of Generation Alpha girls, aged between 3 and 15 years, selected by non-probabilistic convenience sampling.

The data collection instrument contained 13 objective questions, nine of which were single-answer and four were multiple-choice. The questions were developed based on bibliographic references, addressing dimensions such as interest in the beauty universe, frequency of product use, main consumption desires, and the guardians’ perception of digital influence. The questionnaire was structured to analyze consumption habits and beauty-related influences. Participation was voluntary and anonymous, with express consent obtained by clicking “ACCEPT” at the beginning of the form, ensuring the exclusive use of information for academic purposes.

The third stage of the research involved conducting a semi-structured interview with a dermatologist, a professional from the city of Osasco. The interview was conducted in person on February 2, 2026. Five semi-structured questions were prepared, aiming to obtain a specialist’s perspective on the possible dermatological consequences of cosmetic use by girls in the studied age group. The interview questions were made available for consultation in the Appendix of the work, and a Data Use Commitment Term was signed to ensure the confidentiality and ethical use of the collected information.

After the completion of the collection steps, the data were organized and processed for analysis. The qualitative data, obtained through the interview with the dermatologist, were submitted to the content analysis technique. In turn, the quantitative data, collected through the form, were organized and analyzed using statistical methods. This process allowed for the systematization of information for the subsequent presentation of findings, without, however, anticipating results or interpretations.

3. Results and Discussion

The research was designed as a descriptive quantitative study, employing an online and in-person form for data collection, complemented by a qualitative interview with a dermatologist. The questionnaire, structured with thirteen objective questions, was directed at parents and guardians of Generation Alpha girls, aged between three and fifteen years, residing in the state of São Paulo. The sample totaled one hundred respondents, and the obtained data were statistically analyzed, while the qualitative information from the interview was subjected to content analysis, allowing for an in-depth understanding of consumption behaviors and aesthetic perceptions.

The age distribution of the young people represented in the sample revealed a significant concentration in certain ranges, with 17% of the girls being fifteen years old, 14% being six years old, and 13% being eleven years old. The ages of seven and ten corresponded to 9% and 8% of the sample, respectively, while the thirteen and eight-year-old ranges showed an equivalent participation of 7% each. The ages of nine represented 5%, and the ages of three, four, five, twelve, and fourteen had a lower incidence, with 4% each. This age diversity allowed for a comprehensive analysis of the impact of influencer marketing at different stages of Generation Alpha.

When investigating the age at which interest in the beauty universe was first perceived, 56% of participants indicated that this phenomenon occurred before the age of six, showing remarkable precocity. Among these, 39% pointed to the age of three, 18% to four, and 13% to five as the beginning of this interest. This finding corroborates the idea that children are exposed to messages about physical appearance from a very early age, internalizing prevailing beauty ideals, as discussed by Sands and Wardle (2003). The study by Melo et al. (2020) also reinforces this trend, observing that the use of makeup, such as lipstick and lip gloss, has become increasingly common at early ages, with a median age of four years for the start of use in 25.7% of the sample.

The phenomenon of child digital influencers on social media, such as TikTok and Instagram, plays a crucial role in shaping these early interests. The presence of child content creators addressing themes of beauty, cosmetics, makeup, skincare, accessories, and lifestyle is observed. A notable example is Valentina Abraham, who in her posts showcases skincare products from renowned brands like Fenty Beauty and Dior foundations. This direct and constant exposure to beauty routines and luxury products, presented by figures with whom children can identify, naturalizes and intensifies the desire for consumption and the adoption of aesthetic standards from childhood, aligning with the study’s objective to understand the impact of influencer marketing.

The research also revealed that the majority of participants, 75%, consider it fundamental to encourage self-care from the early stages of life, while 25% believe that this stimulus should only be introduced from pre-adolescence. None of the responses indicated that self-care is not important. This result underscores the widespread perception that appearance and self-care are essential components in building personal image, reflecting the association of vanity and care with success, as pointed out by Soaigher et al. (2016). The early naturalization of self-care, driven by caregivers, demonstrates a cultural acceptance of the importance of beauty in young women’s lives.

Regarding product consumption, 49% of participants indicated that girls use both skincare and makeup products, evidencing a combined beauty routine. Exclusive makeup consumption was reported by 24% of respondents, while 11% mentioned using only skincare items. A portion of 16% reported no consumption of either product. These data suggest that, although interest in beauty is broad, makeup still holds a slight predominance or is perceived as a more common consumption item compared to skincare, even in a context of increasing appreciation for skin care.

The specific analysis of daily skincare item consumption revealed varied patterns. It was found that 20% of participants use facial soap and sunscreen daily, while 8% use only sunscreen daily and 13% use only facial soap continuously. A portion of 31% reported using sunscreen only in specific situations, such as during visits to the beach or pool. Only 15% follow a complete skincare routine, including facial soap, serum, and sunscreen, while 13% do not use any of the mentioned products. This diversity indicates that, although self-care is encouraged, adherence to complete skincare routines is not yet universal.

The interview with a dermatologist from a polyclinic offered a relevant clinical perspective. The specialist reported that the main concerns of young patients, from nine years of age, are related to the onset of acne, atopic dermatitis, and other pathologies. He observed that the use of specific soaps and sunscreen is frequently associated with the treatment of these conditions. However, the dermatologist was not in favor of using makeup and skincare without medical guidance for the age group of three to fifteen years, especially when the objective is merely aesthetic. He emphasized that adequate photoprotection is a fundamental public health measure at all ages, as also highlighted by Melo et al. (2020), being essential for preventing skin tumors and photoaging.

Regarding makeup consumption, 19 participants indicated the use of products intended for children, while 11 indicated the use of items for adults. The use of basic items, such as lipstick and gloss, was the most mentioned, with 45 markings, reflecting a preference for easy-to-apply and less complex products. Additionally, 35 indications pointed to consumption limited to specific occasions, such as birthdays and parties, suggesting that makeup is still seen as something for special events by some of the respondents. A more complete routine, including foundation, blush, eyeshadow, and lipstick, was reported by 11 participants, and 8 indicated not using any type of makeup.

These findings on makeup consumption are in line with the study by Camboim and Garcia (2024), which found that most children up to twelve years old have already used makeup, with the start generally occurring around four years of age. This behavior is often motivated by the children’s own desire, driven by observing adults and exposure to digital content. The preference for basic products and use on special occasions indicate a gradual introduction to the world of makeup, but one that already manifests at very tender ages, reinforcing the anticipation of consumption.

Consumption desires

Regarding consumption desires, a slight predominance of makeup for the adult public was observed, with 43 indications, compared to 42 indications for children’s makeup. Skincare items targeted at adults registered 19 mentions, while those for children accounted for only 11. Beauty accessories, such as hairbands, sponges, and brushes, were mentioned 37 times. Only six participants stated they had no interest in any of the items. This distribution suggests that, although there is a market for children’s products, the desire for “adult” items is equally, if not more, present, reflecting an aspiration for a more mature beauty universe.

This dynamic of consumer desire can be interpreted in light of Bauman’s theory (2007), which describes consumer society as an environment of permanent dissatisfaction, where desire is never fully concluded. The incessant search for new products and the rapid devaluation of what has already been acquired keep the consumption cycle active. In the context of Generation Alpha girls, the desire for belonging and social comparison are heightened, driving the search for products that bring them closer to observed aesthetic standards. Kim and Lee (2018) corroborate this idea, stating that female beauty is often perceived as a means of obtaining a competitive advantage, and the tendency towards social comparison in appearance is confirmed across various cultures.

Digital influencers play a fundamental role in building these desires by establishing relationships of trust with the public through the sharing of their habits and lifestyles, becoming digital authorities (Rey and Barbosa, 2025). Companies like Sephora capitalize on this credibility by partnering with influencers and sending products for content creation, which fosters a community of consumers based on identification and trust, including the child and adolescent audience. This scenario intensifies early exposure to beauty content, as evidenced by the article “Sephora Kids” from O Globo, which warns about the obsession with cosmetic routines in children and the potential dermatological problems arising from unnecessary and premature consumption of age-inappropriate products.

Concern about the origin and purchase decision factors

The concern about the origin of skincare and makeup items was a relevant aspect for 71% of participants, who affirmed having this behavior. Another 23% reported occasional concern, while only 6% stated they did not have such a concern. Although the interviewed dermatologist mentioned that cases of cosmetic allergies in this age group are rare in their experience, with most allergic dermatitis being caused by other factors, the high percentage of guardians concerned about the origin reflects a search for safety and quality in the products consumed by children and adolescents.

Among the decisive purchase factors, origin stood out as the most relevant aspect, with 66 indications, followed by price, with 46 indications, and brand, with 41 mentions. This hierarchy of factors suggests that those responsible seek a balance between cost-benefit, reliability, and the intrinsic value of the brand. Aaker (1991) defines Brand Equity as the set of assets and liabilities associated with a brand that can increase or decrease the value of a product or service, while Kotler and Keller (2012) explain that this intangible value transforms a common product into something special in the customer’s mind. Packaging, with 12 indications, and the influence of content creators, with only five mentions, showed less relevance as decisive purchase factors, which may indicate that, for parents, product safety and quality outweigh the aesthetic appeal of the packaging or the recommendation of influencers at the moment of the final purchase decision.

Purchase channels were also investigated, with the physical store standing out as the main point of sale, cited by 83 participants. The internet appeared in second place, with 42 indications, while resellers were mentioned on ten occasions. This data corroborates the study by Camboim and Garcia (2024), which pointed to the attraction of store windows (37%) as one of the main ways for children to be introduced to the world of makeup, alongside online (34%) and traditional media (23%). The preference for physical stores can be explained by Kotler and Armstrong’s (2003) concept of store atmosphere, which involves the planning of the physical environment to influence consumer emotions. The colorful environment, the variety of products, and the possibility of experimentation in cosmetic stores exert a strong emotional appeal, especially on children and adolescents, generating enthusiasm and curiosity, as illustrated by the image of influencer Talia Stenson’s daughter entering a Sephora.

Social media consumption and the role of influencers

Social media consumption by the sample of Generation Alpha girls showed a varied distribution: 26% consumed social media very frequently, 31% moderately, 27% infrequently, and 16% not at all. It is crucial to emphasize that the sample was non-probabilistic, by convenience, and responses were provided by parents and/or guardians. This methodology may generate distortions, as many parents may have limited access to their children’s digital daily lives or feel embarrassed to admit long periods of internet use. In contrast, data from TIC Kids Online Brasil 2024 indicate that 93% of young people between nine and seventeen years old and 60% of children between nine and ten years old are internet users in Brazil, with 83% having accounts on social media platforms such as WhatsApp, Instagram, TikTok, and YouTube. This discrepancy suggests that children’s actual social media consumption may be higher than perceived by the guardians in the survey.

The influence of social media on consumption desire was evident, with 47% of respondents stating they noticed an increase in the desire to consume makeup and skincare items after the girl/adolescent started using social media. Another 22% reported that this situation occurred on few occasions, and 16% did not notice any increase. A portion of 15% stated that their children do not use social media. These results align with studies such as Lira et al. (2017), which found that daily access to social media like Facebook, Instagram, and Snapchat increased the chances of body image dissatisfaction in adolescents. Exposure to beauty content on social media, therefore, seems to intensify consumption desire and influence young women’s aesthetic perception.

The belief in the role of content creators in shaping the consumption desires of children and adolescents was widely confirmed, with 84% of respondents believing there is a direct relationship between the performance of influencers and consumption desire. Only 3% disagreed with this statement, and 13% did not know. This perception by parents and guardians reflects the ability of digital influencers to create a close relationship with the audience, facilitating identification and the perception of consumption needs, as described by Leal and Lacerda (2023). The popularization of beauty routines and products through these digital figures contributes significantly to the anticipation of consumption and the construction of aesthetic standards in Generation Alpha.

The interview with the dermatologist reinforced the concern about the early use of cosmetics, highlighting that, in his experience, the main pathologies treated in children and adolescents are acne, allergies, and atopic dermatitis. He emphasized that, although skincare may be indicated to treat conditions such as acne from the age of nine, the use of makeup and skincare for purely aesthetic purposes at such young ages is not recommended. The dermatologist expressed the conviction that the popularization of social media is a crucial factor in the increased consumption of these products by children who are not yet old enough for them, corroborating the strong influence of the digital environment on the formation of these behaviors.

In summary, the research revealed that interest in the beauty universe emerges early in Generation Alpha, with the encouragement of self-care being normalized by caregivers from the earliest stages of life. Although origin, price, and brand are decisive purchasing factors for parents, digital influencer marketing, especially through child influencers, and the attractive environment of physical stores, play a significant role in shaping the consumption behavior and aesthetic perception of young girls. The desire for belonging and social comparison drive consumption, with a slight predominance of makeup over skincare, and exposure to social media intensifies the search for beauty products, although early aesthetic use raises dermatological concerns. These findings, despite the limitations of the non-probabilistic sample, provide valuable insight into the complexity of beauty construction in Generation Alpha.

4. Conclusion

This study sought to analyze how digital influencer marketing impacts the consumption behavior and aesthetic perception of Generation Alpha girls, aged between three and fifteen years, in the state of São Paulo, from the perspective of their parents and/or guardians, focusing on the early consumption of makeup and skincare and the construction of aesthetic standards. It was found that interest in the beauty universe emerges early, often before the age of six, and that the encouragement of self-care is naturalized by guardians from the initial stages of life. It was observed that young girls demonstrate a desire for belonging, driven by social comparison, with a slight predominance in the consumption and desire for makeup items over skincare. The majority of guardians perceived that digital influencer marketing contributes to the formation of these consumption desires, although origin, price, and brand stood out as the main decisive purchasing factors for parents. The main contribution of this work lies in elucidating the complex interaction between digital exposure, parental influence, and the anticipation of beauty product consumption in Generation Alpha, offering an overview of the challenges and implications for dermatological health and identity formation.

However, it is essential to recognize the study’s limitations, stemming from the non-probabilistic nature of the sample, which was convenience-based, and from data collection based on the perception of parents and/or guardians. This methodology may generate distortions, as adults’ perception of social media consumption and their children’s desires may not fully reflect reality. Such factors prevent the generalization of results to the entirety of Generation Alpha. Therefore, it is suggested that this line of research be continued, with the inclusion of methodological approaches that allow for a more direct understanding of the behavior and perception of Generation Alpha girls themselves, in addition to continuous observation of the evolution of influencer marketing and its impacts on this age group.

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Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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