Shaping Safe, Engaging, and Responsible Beauty for the Next Generation
In this episode of In Conversation With, host Siobhan Murphy explores one of the fastest-growing and most influential categories in beauty and personal care: the teen market. Valued at US$25 billion today and projected to reach US$33 billion by 2028, this segment is being reshaped by social media trends, rising disposable incomes, and the power of Gen Alpha and Gen Z.
But with growing influence comes new responsibility. How can brands engage young consumers without compromising safety, transparency, or trust?
The Panel:
Key Insights
1. Understanding the Teen Consumer
Mallory Huron highlights that teen beauty is evolving as fast as its consumers mature—from tweens discovering self-care to teens inspired by luxury and social media influencers.
- Teens are drawn to gamified, playful, and social-first beauty experiences.
- Brands must balance age-appropriate formulas with trend-driven marketing to avoid harmful practices like retinoid misuse.
2. Building With Teens, Not Just for Them
Reena Hammer of Indu emphasizes the power of co-creation.
- Teens sit on the brand’s product development committees, testing textures, scents, and formats.
- Their direct input ensures products solve real teen concerns rather than adult-imagined problems.
3. Science and Safety First
Dr. Carol Treasure of XCellR8 underscores the need for dermatologist-informed testing.
- Teenage skin is delicate and changing, requiring gentle, barrier-safe formulations.
- Transparency around cruelty-free and vegan testing builds trust with socially aware Gen Alpha and Gen Z.
Technology & Social Media: Influence and Innovation
From TikTok trends to AI-powered recommendations
- Teens are experimenting with beauty devices, facial tools, and gamified skincare—heavily inspired by K-Beauty.
- Future opportunities include AI-driven, age-appropriate product recommendations and safe digital ecosystems that protect young consumers from harmful messaging.
Sustainability That Resonates
Today’s teens care deeply about sustainability, but accessibility and convenience drive actual purchases.
- Refillable packaging, recyclable materials, and simple 3R principles (reduce, reuse, recycle) resonate.
- Brands must combine eco-conscious design with fun, easy-to-use formats to turn sustainable intent into action.
Regulation, Responsibility & Brand Ethics
With the Sephora kids phenomenon in full swing, regulators and brands face a critical challenge:
- Governments and some regions (like Sweden and California) are restricting anti-aging actives for minors.
- Brands must act in good faith—prioritizing safe routines, clear communication, and parent education—before regulation catches up.
- Collective responsibility across parents, brands, and social media is essential to protect young consumers.
Inspiring Innovations
“We’re seeing SPF and acne care made fun, colorful, and stigma-free—creating healthy habits early.” – Mallory Huron
“Teenagers are our most creative collaborators. Listening to them sparks true innovation.” – Reena Hammer
“Gentle, transparent, and scientifically-backed products are the key to long-term trust.” – Dr. Carol Treasure