Smart Beauty Starts Here
Nearly half of consumers already receive beauty recommendations from generative AI.
At the same time, e-commerce is growing 6x faster than in-store, and global beauty sales continue to expand at a double-digit pace.
A new generation is coming of age in this environment: digitally fluent, highly informed, and redefining how beauty is discovered, evaluated, and experienced. Gen Alpha is blending AI-powered exploration with real-world interaction, setting new expectations for personalization, trust, and engagement across every touchpoint.
To better understand this shift, NielsenIQ partnered with Ulta Beauty to deliver “Smart Beauty: AI, Personalization & the Gen Alpha Consumer,” a new study exploring how Gen Alpha is navigating beauty in an increasingly AI-driven world, and what it means for the future of growth.
Uncover how AI, personalization, and real-world experiences are converging to shape the future of beauty retail.
This is a hybrid-first generation, blending AI-powered discovery with in-person exploration, at scale.
A New Generation Is Rewriting the Rules
Gen Alpha is not choosing between digital and physical. Instead, they use both.
- 78% discover beauty online
- 77% rely on real-world validation
- Majority still prefer to shop in-store across categories
AI Is Fueling Faster, Smarter Beauty Discovery
The rise of AI is changing how beauty is discovered, but not where it’s experienced.
- 73% of Gen Alpha already use personalization tools
- AI users are significantly more likely to visit stores (57% vs. 36%)
- AI makes discovery more relevant, engaging, and efficient
Discovery Is Personal. Trust Is Human.
Even in an AI-powered world, influence remains grounded in trust and connection.
- Parents are the #1 beauty influence (41%)
- 98% of parents play an active role in purchase decisions
- 33% prioritize safe, welcoming retail environments
Gen Alpha is embracing personalization—but they expect it to be transparent, responsible, and confidence-building.
What This Means for the Beauty Industry
The opportunity extends well beyond innovation alone. Gen Alpha is setting a new standard for beauty, expecting experiences that are more personalized, grounded in genuine human connection, and shaped by the responsible use of AI. The brands that will lead are those that seamlessly combine intelligent technology with trust, education, and real-world engagement.
