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Agenda-setting intelligence, analysis and advice for the global fashion community.

What Can Beauty Expect From Generation Alpha?

The oldest members of the youngest generation turn 13 this year. Like Gen-Zers and millennials before them, they’re already being defined by a fresh set of beliefs, aesthetics and attitudes.
Students talking in school corridor
The oldest members of Generation Alpha, or those born roughly between 2010 and 2025 will turn 13 this year. (Getty Images)

The oldest members of Generation Alpha turn 13 this year – and they’re about to reshape the beauty landscape.

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