India, Oct. 6 -- Walk into any major beauty retailer today, Sephora, Nykaa, Tira, and you'll find something unexpected: tweens and early teens crowding skincare aisles, curating Gen Alpha skincare routine that include not just cleansers and moisturisers, but retinol serums, peptide creams, and even chemical exfoliants.
Born between 2010 and 2024, Generation Alpha is still navigating middle school. Yet, their vanity kits rival those of beauty influencers twice their age. What was once reserved for mature skin, anti-ageing serums, firming creams, and preventative actives, has become a new rite of passage for 10 to 14-year-olds.
But what's propelling this trend? Is it harmless curiosity, or are we seeing the start of a deeper, more troublin...