Although Generation Alpha has grown up entirely immersed in technology and digital connectivity, their shopping preferences reveal a fascinating paradox: they are genuinely drawn to real-life, in-person retail experiences. During a discussion at Fortune’s Most Powerful Women Summit, Ulta Beauty CEO Kecia Steelman emphasized that these young consumers—often regarded as true digital natives—display a pronounced inclination toward shopping in physical stores rather than relying solely on online channels.
Steelman explained that members of Gen Alpha, while highly comfortable navigating digital spaces and using online sources to research products, ultimately value the tangible, multisensory experiences that brick-and-mortar stores offer. They relish the opportunity to experiment directly with merchandise—particularly in beauty and personal care—where touch, sight, and even scent contribute to decision-making. Such hands-on engagement provides a sense of authenticity and enjoyment that digital interactions simply cannot replicate.
Another emerging trend among these young shoppers, according to Steelman, is their enthusiasm for Korean beauty products—an industry known for its innovative formulations, distinctive aesthetics, and emphasis on skincare routines. Also gaining their attention is the clean beauty movement, in which consumers prioritize ethically produced goods made with safe, non-toxic ingredients. For this generation, purchasing decisions are guided not merely by price but by a broader understanding of value, encompassing quality, transparency, and performance. Steelman noted that Gen Alpha consumers are strikingly perceptive and informed, expecting brands to deliver both excellence and integrity. Retailers, therefore, must continuously evolve to meet these heightened expectations and demonstrate consistent alignment with Gen Alpha’s evolving values.
Born between 2010 and 2024, Generation Alpha constitutes the youngest cohort currently influencing global consumer markets. The social researcher Mark McCrindle, who first coined the term, points out that this group enjoys unprecedented exposure to international products and trends. From an early age, they are attuned to a worldwide network of influences, shaping a generation that participates actively in a truly globalized economy.
Despite their digital fluency, a study by analytics firm Numerator, released in September, revealed that many members of this generation prefer to disengage from screens when it comes to shopping. Two-thirds of parents with Gen Alpha children reported that their kids favor visiting stores in person. The leading motivations for these in-store excursions include the enjoyment of spending quality family time outside the home, cited by nearly half of respondents, and the excitement and entertainment associated with shopping trips themselves. For younger children, the physical act of shopping becomes a family-centered activity, blending consumer behavior with social and emotional experiences.
However, the same research indicated that as these individuals mature, convenience begins to outweigh the allure of in-store exploration. Older kids increasingly prefer the ease of shopping from home, motivated by factors such as the desire to save time, the comfort of remaining in familiar surroundings, and the stress of navigating busy or crowded retail spaces. This gradual shift mirrors the broader consumer pattern observed across all age groups, highlighting how digital accessibility eventually reasserts its appeal.
During the summit, Steelman also addressed Ulta Beauty’s responsibility to provide age-appropriate skincare options for its youngest clientele. The brand has observed a surge in interest among younger shoppers in skincare routines, a trend that has both impressed and unsettled commentators on social media. Critics, particularly from older generations, have voiced concerns that such behaviors may encourage children to mature too quickly or foster materialistic tendencies. Some observers on platforms like TikTok have even criticized the behavior of young customers in stores, worrying that this enthusiasm might sometimes result in disruptive conduct.
Acknowledging these complexities, Steelman reaffirmed that Ulta Beauty aims to maintain a respectful, inclusive retail environment that serves guests of every age group responsibly. The company has undertaken specialized training for store associates to ensure interactions with young consumers—and their parents—are thoughtful, informative, and supportive. Staff members are encouraged to engage in constructive dialogue with families, providing product education to ensure children select items suitable for their age and skincare needs. These initiatives reflect the brand’s broader mission: to marry commercial success with a conscientious commitment to nurturing positive retail experiences.
When approached by Business Insider for additional comment, representatives of Ulta Beauty did not provide a response. Nonetheless, the company’s ongoing adjustments and investments in customer education suggest a clear awareness of Gen Alpha’s distinctive role in redefining the future of beauty retail—a future that, while digitally informed, remains profoundly anchored in the allure of real-world connection and experience.
Sourse: https://www.businessinsider.com/ulta-beauty-gen-alpha-prefers-in-store-shopping-korean-beauty-2025-10
