They are barely 13 and still living on pocket money, but Gen Alpha is fast shaping beauty retail with their online connectedness and decisive opinions.
Evereden founder Kimberley Ho says as digital natives, Gen Alpha wants to use products tailored for them. Photo: Evereden Born and bred in Kuala Lumpur, Ho founded Evereden in New York in 2019 with her husband, fellow Malaysian and Stanford alumnus Huang Lee, 40.“While mothers buy skincare for babies, children are now making their own choices. They know what they want and they’re more than happy to say so. These digital natives are highly opinionated, and they want to use what’s made for them,” she says.
While the general consensus is that being a tween is too young to dabble in makeup and skincare, Ho views the trend positively. But Mazlin says she and her husband understand the effects of social media, peer influence and advertisement on young minds so they have had open discussions about beauty standards with their daughters. “We encourage them to be confident naturally and always remind them that their worth is in who they are, never how they look,”
Like Ho, Mazlin says while kids’ interest in skincare and hygiene is commendable, it is very important for parents and caregivers to guide them to use only what’s suitable for their young skin. Treo Capital chief executive officer Jeremy Ong, who owns the Jac & Ivy nail spa, says the miniaturisation of products and services for younger customers allows parents to engage in a conversation about the topic. Photo: Jac & Ivy