Ulta Beauty has commissioned a new NielsenIQ study revealing that Gen Alpha beauty consumers blend online discovery with in-store shopping.
When it comes to the youngest beauty and personal care shoppers, digital tools are completely transforming how products are found, considered, and purchased. New research commissioned by Ulta Beauty and conducted by NielsenIQ titled Smart Beauty: AI, Personalization & the Gen Alpha Consumer
explores how these young consumers navigate wellness in an increasingly digital world, according to findings unveiled in Bolingbrook, Illinois.
Gen Alpha Blends Digital Discovery With In-Store Validation
The research demonstrates that Gen Alpha shoppers are hybrid by default. While 78% of these consumers discover beauty products through online sources, nearly as many at 77% rely on real-world validation. This includes visiting physical stores to try products in person, asking family or friends how to use items, and discussing purchases with peers.
Despite being digital natives, the majority still prefer shopping for beauty items in-store. In-person preference reaches 73% for fragrance, 70% for makeup, and 66% for skincare, hair care, and nail care. The primary drivers for visiting physical locations are taking products home immediately and exploring new items in person.
Parents remain a central pillar in these purchasing journeys. Ninety-eight percent of parents report playing an active role in what products are bought, and parents rank as the single most helpful beauty influence at 41%, outpacing social media at 34% and friends at 29%. Furthermore, 33% of parents prioritize safe and welcoming retail environments with age-appropriate assortments and clear ingredient labeling.
Teen Boys Emerge as Early AI Adopters and Fragrance Collectors
A surprising demographic shift highlights the research: teen boys are leading the adoption of AI-powered beauty tools. Twenty-six percent use AI shopping assistants, which is nearly double the rate of other Gen Alpha groups. They also report higher awareness and usage of personalization tools compared to pre-teen boys.
This comfort with technology aligns with a broader retail trend. Heavy AI users are significantly more likely to browse in physical stores than non-AI users, at 57% versus 36%, proving that technology amplifies rather than replaces physical retail. Across the wider market, Gen Alpha tweens collectively influenced around $4.7 billion in spending across beauty and skincare categories last year, according to campaign management platform Camphouse data cited by MediaPost.
Young male consumers are also developing an insatiable appetite for fragrance, characterized by daily scent rotation and a collector mentality akin to sneakerheads. To capture this expanding market, Glossy reported that Ulta Beauty partnered with fragrance brand Snif to launch Notewrks, a dedicated masstige men’s fragrance line bridging the gap between mass and prestige.
Market Leaders in Men’s Fragrance Across Specialty Retailers
As specialty retailers court male shoppers, web-scraped data from research and strategy firm Jump Accelerator highlights the top-performing men’s fragrance brands at both Ulta Beauty and Sephora during the first quarter. At both retailers, YSL Beauty claimed the number-one spot, driven by its woody-floral Myslf Eau de Parfum and subsequent flankers. Valentino Beauty also secured a top-five position at both chains thanks to its Uomo Born in Roma franchise, as WWD detailed.
| Retailer | Top Men’s Fragrance Brands (Q1 Online Sales) |
|---|---|
| Ulta Beauty | 1. YSL Beauty, 2. Dior, 3. Better World Fragrance House, 4. Chanel, 5. Valentino Beauty |
| Sephora | 1. YSL Beauty, 2. Valentino Beauty, 3. Jean Paul Gaultier, 4. Prada Beauty, 5. Dior |
Additional key growers at Ulta included Rabanne, which climbed to number seven for its 1 Million franchise, alongside momentum for Dolce & Gabbana. Meanwhile, Sephora leaned into Estée Lauder Companies brands such as Tom Ford, Jo Malone London, and Kilian Paris. Retailers will continue monitoring how digital personalization tools and emerging masstige launches shape these fragrance and wellness preferences in physical stores.
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