Get Ready for Generation Beta, Beauty’s Next Big Demographic Opportunity

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Get Ready for Generation Beta, Beauty’s Next Big Demographic Opportunity

The tiniest tots (and their discerning parents) are becoming big business for a new generation of brands looking to reinvent the children's care business.

Move over Sephora teens — Generation Beta is the next cohort poised to rock beauty.

Forward-looking brands and retailers are drawing up blueprints for the next demographic frontier — the tiniest tots born between 2025 and 2039. They may be small, but their numbers are mighty: Gen Beta is projected to reach 2 billion people worldwide, accounting for 16 percent of the global population by 2035, according to McCrindle Research.

In the U.S., 11.7 million households include a Generation Beta child — defined by NielsenIQ as ages 0 to 3 — highlighting the growing importance of this emerging consumer cohort.

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They may be years away from buying their own beauty products, but Gen Beta is already influencing the baby care market through their hyper-informed, socially savvy Millennial and Gen Z parents.

“Gen Beta parents represent a significant force in beauty and personal care, accounting for $10.5 billion in category spend,” said Anna Mayo, vice president of the beauty vertical at NIQ. “Their purchasing trends reveal a strong focus on personal care essentials, signaling an opportunity for brands to build lasting connections by meeting the evolving needs of young families with trusted, high-quality solutions.”

Eager to move beyond the brands they grew up with — such as Johnson’s Baby — these parents are embracing a new generation of brands rooted in clean ingredients, transparency and efficacy, while steering clear of the ingredient concerns and adult beauty trends that fueled debate during the Gen Alpha era.

“They are the first generation that won’t experience a world where beauty, skin and hair health are not integrated into everyday wellness and skin care,” said Jeff Lindquist, managing director and partner of Boston Consulting Group’s beauty, fashion and luxury practice. “Their idea of beauty won’t be cosmetics first; it will be about healthy skin, hair and taking care of oneself. The brands that will win won’t be selling aspiration; they’ll be selling trust.”

That trust factor is creating an opening for entrepreneurs who are meeting young parents where they are. “The interesting story is that we have a new generation of parents,” said Kimberley Ho, cofounder and CEO of Evereden, which Sephora added to its distribution earlier this year. “They have vastly different behavior. They use TikTok, they listen to influencers and product recommendations on social media. They investigate labels and have a higher standard for what clean is. They’re not buying legacy brands because for this generation that is almost a knock.”

Added Ali Kole, former Amazon executive and independent director at Credo Beauty, “A new brand’s competitive advantage isn’t primarily product-based; it’s being born digital, architected for social visibility, AI-driven search and strong online unit economics from Day One.”

Amazon sales data from Market Defense tracked in early July over the previous 12 months offers a snapshot of brands gaining traction among parents shopping for babies and children.

Evereden leads the pack with roughly $31.9 million in 12-month revenue, more than a 90 percent year-over-year growth. Tubby Todd hit $30 million on the platform, surging 232.3 percent. Coterie, known for its upscale diapers, branched into baby skin care in 2025 and has already reached $23.5 million in sales. That’s without Amazon even building out a kids’ skin care business presence, said Vanessa Kuykendall, chief engagement officer of Market Defense.

Mark McCrindle, a social researcher and principal in McCrindle Research who is credited with coining the Gen Alpha and Gen Beta terms, said the next generation won’t follow the path of Gen Alpha counterparts. “I expect a correction because Gen Z has seen kids exposed too early [to beauty products]. Kids getting into antiaging creams is ridiculous,” he said.

Victoria Gioia, who cofounded the stage-specific prenatal vitamin line Perelel, agreed. “There are a lot of products that are pulling kids into teen makeup and fragrance-heavy products,” said Gioia. She and her husband Greg launched Fipl in June, a collection of age-appropriate hair and body care formulas.

The emphasis on age-appropriate products could explain the mixed reaction to Shay Mitchell’s Rini, a skin care line developed for kids ages 4 and up, which launched with sheet masks. The brand’s later expansion into playful face and body crayons has received a more positive response.

When Dr. Squatch created its new kids’ brand Lil’ Squatch, the goal was to make sure the lineup wasn’t just a mini version of the adult products. “We designed Lil’ Squatch to appeal to two audiences. It needs to feel exciting and personal to the child using it, while giving parents confidence in what they are purchasing,” said John Ludeke, chief brand officer of Dr. Squatch, of the line of 2.3-ounce bars designed for smaller hands with formulations aimed at parents’ expectations around ingredients and safety.

Ironically, the Sephora teen craze has helped create a more ingredient-conscious generation of parents. “Gen Beta parents care more about avoiding certain ingredients,” said Allison Collins, cofounder of The Consumer Collective, noting that “non-toxic” has become a social media buzzword. Parents increasingly scour the EWG database for ingredients to avoid.

Interviews with a dozen Gen Beta parents confirm they are making well-informed choices. “I look for simple recognizable ingredients, fragrance-free formulas and brands that are transparent about what’s in their products,” said Logan McIntosh, a 32-year-old mom of 10-month-old twins and a 3-year-old.

Hunter Kaslander approached her 4-month-old Gen Beta son Cooper’s grooming routine with the same level of research she devoted to his nutrition. Her go-to products include Pipette baby shampoo and Tubby Todd All Over Ointment.

Stephanie Leshney, founder of Dabble & Dollop, harnessed her more than two decades in the natural ingredient industry to create her line of minimal ingredients, especially bath bombs. “Our bath bombs are unique because we tried to solve the horrifying issue of dyes,” she said. “There are all these stories about cereal no longer containing dyes…don’t forget the bath aisle.”

Kristen Wiley, founder and CEO of influencer marketing platform Statusphere, thinks influencer marketing will rely more on trusted conversations in tight-knit communities rather than celebrity endorsements. “Anyone who can influence a buying decision is an influencer,” she said, noting that a recommendation shared in a mom group chat or by a creator with only a few hundred followers can spark significant sales.

Community connection is crucial. “From our first shipment of 750 bottles to our expansion in almost 2,000 Target stores — our community has been at the center of it all,” said Andrea Faulkner Williams, cofounder of Tubby Todd. “As we grow, this has become more important than ever.”

Collins agreed on the power of connection. “It is a vulnerable time for new moms. Peer-to-peer outweighs internet influence,” she said. “You might use internet influencers to back up what a friend says. People know the internet is for selling.

“We talk a lot about presence over product,” Collins continued, “and it matters if a brand shows up supporting local mom groups, fitness events or sponsors something for them. It builds an emotional connection.”

Although Gen Beta will be the first to grow up in an AI-influenced world with access to brands on TikTok shop, Amazon and direct-to-consumer sites, McCrindle predicts a return to physical stores. Target is already staking its claim with a large array of emerging grooming brands in all stores plus high-end gear like Uppababy, Doona and Stokke in 200 Baby Boutiques.

“That’s part of the countertrend,” said McCrindle. “When there’s no novelty to screens, there could be a return to human touch and a place for brick-and-mortar retailers.”

Evereden: Founded in 2018 by former investment banker Kimberley Ho and her husband, Huang Lee, Evereden’s mission is to develop science-backed personal care for babies and children with guidance from a scientific advisory board of pediatric dermatologists from Stanford and Harvard. Prices range from $9 to $105.

Fipl: Fipl is founded by husband-and-wife team Victoria Gioia and Greg Gioia, who developed the line around age-appropriate, dermatologist- and pediatrician-approved formulas emphasizing gentle cleansing over trendy actives. Prices range from $20 to $28, and the line is sold direct-to-consumer and select premium retailers.

Tubby Todd: Tubby Todd was created after the birth of founders Andrea Faulkner Williams and Brian Todd Williams’ first child, when they struggled to find gentle, effective skin care made with clean ingredients for babies with sensitive skin. Tubby Todd built its following as a digitally native brand before expanding into retail, including Target. Prices range from $16 to $49.

Dabble & Dollop: Founded in 2019 by cosmetic ingredient expert Stephanie Leshney and her husband Tyler, Dabble & Dollop was created to reinvent kids’ bath time with clean formulas that make the routine more playful. Prices range from $10 to $30 and are sold through Target, Amazon and specialty retailers.

Pipette: Launched in 2019 by biotechnology company Amyris, Pipette’s proprietary sugarcane-derived squalane is a perfect moisturizer for babies, according to Teresa Lo, global president of the Windsong Global-owned Belle Brands and president of Pipette which now owns the brand. Priced at $8 to $20, the brand is sold through major mass marketers, Amazon and its own website.

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