• by Sarah Mahoney , June 19, 2026

When it comes to tweens and teens, AI isn't just upending how they do homework. It is also radically reshaping the way young consumers find, consider and ultimately purchase beauty and personal care products.

New research from Ulta Beauty also found a surprising twist: Boys are leading the charge, with 26% using AI shopping assistants, almost double the rate of other Gen Alpha groups. Compared to preteen boys, teen boys are also more aware of and more likely to use personalization tools, which Ulta says underscores their comfort with customized beauty experiences. The study was conducted for Ulta by NielsenIQ.

Throughout all of Gen Alpha, the research revealed a deep level of hybridization. While the vast majority -- 78% -- learn about beauty and personal care online, 77% say they rely on real-world validation and prefer to make purchases in stores. That's especially true for fragrance at 73%, makeup at 70%, and skincare, hair and nails, all at 66%.

For the Bolingbrook, Illinois-based retailer, one of the biggest takeaways is that the heaviest AI users are also the most frequent store visitors, with 57% of those who use AI tools more likely to browse in stores than non-AI users, at 36%. They are also the most confident in their ultimate product selection. The finding that tech can amplify discovery rather than replace in-store physical retail isn't just a relief, but an opportunity.

"Our Smart Beauty research shows that Gen Alpha is embracing AI and personalization in ways that are fundamentally changing how beauty and wellness are discovered and shopped, while still valuing the importance of physical stores and real-world experiences," said Kelly Mahoney, Ulta Beauty's CMO, in the report. 

Of course, these kids still rely on other people, and name parents as the No. 1 "most helpful" influencers in their life, at 41%. Social media comes next, at 34%, followed by friends at 29%.

Parents of these kids also want more. They are looking for brands and retailers they can trust, which means making stores and online shopping both safe and welcoming for kids, offering "age-appropriate assortments, clear ingredient labeling and knowledgeable in-store associate guidance."

Beyond Ulta's findings, Gen Alpha is already reshaping beauty

Plenty of Gen Alpha -- born between 2010 and 2024 -- have changed the face of social media with their passion for skincare, many sharing complex (and expensive) "Get ready with me" videos. For many parents, educators and psychologists, it's an unhealthy trend, getting kids to focus too heavily on appearances and sometimes steering them toward chemicals they don’t need, such as retinols.

For others – especially within the retail, beauty and influencer business -- it's a way to empower kids to express themselves. Either way, it's big business: Gen Alpha tweens collectively influenced around $4.7 billion in spending across beauty and skincare categories last year, reports Camphouse, the campaign management platform.

That's leading many brands to develop products specifically for this audience. Piper Sandler, an investment company that ranks teen favorites every year, puts E.L.F., Rare Beauty and Maybelline as teens' current favorite makeup brands, with CeraVe, The Ordinary and La Roche-Posay leading in skincare.

Sephora is their favorite place to shop for beauty, followed by Ulta and Target.