Cult Beauty has launched a new guide for skin care aimed at Gen Z and Gen Alpha as new research reveals that one in four tweens are using retinol.
The Gen A–Z hub aims to offer young people a “no-nonsense, empowering” guide to skin care amid “filters, fads and questionable hacks flooding social networks”, read a statement from the company.
Created in partnership with the Respect Project and British Beauty Council, of which Cosmetics Business is a patron, it offers teens and pre-teens access to guides about skin care and debunking beauty myths.
There are tween- and teen-friendly routines from top dermatologists and beauty founders, including Dr Courtney Rubin, a dermatologist and founder of Fig.1 Beauty.
The hub also includes a “skin school” e-zine, featuring an explanation of different steps in routines, tips on what not to use, a quiz, an ingredients glossary including actives, FAQs and a Spotify playlist.
Among the brands recommended for tween and teen skin on the hub are Byoma, The Inkey List, La Roche Posay and Versed.
The THG-owned brand cited a recent report by Ulta Beauty that found Gen Z started experimenting with beauty at the age of 13, while for Gen Alpha that starts far younger at eight-years-old.
However, many risk seeing information and buying products that are not suitable for skin of such a young age.
Pai Skincare recently discovered that one in four tweens are using skin care products which contain actives such as retinol and AHAs (alpha hydroxy acids).
And nearly half say they have experienced redness, itching or irritation after using skin care products, according to the brand’s survey of 1,500 girls aged between nine and 12 in the UK.
A similar proportion said they do not check product labels and 58% say they receive skin care products as gifts, suggesting family and friends play a role in choice.
Meanwhile, 41% said they listen to influencers when choosing products.
The brand commissioned a first-of-its-kind clinical study analysing the difference between tween, teen and adult skin microbiomes, which are a key indicator of skin health.
It found that tween skin is extremely underdeveloped in comparison, with much lower levels of Cutibacterium acnes (C. acnes).
These bacteria play a role in skin barrier function and immune modulation as they are related to the production of sebum, a protective oil on the skin.
The brand has released a ‘Stay Skin Sharp’ guide with the British Skin Foundation and dermatologist Zainab Laftah, aimed at parents, influencers and the industry to help them navigate the issue
It comes after the “Sephora Kids” furor last year, where young shoppers bombarded the retailer shopping for brands such as Drunk Elephant.
Commenting on Cult Beauty’s new hub. British Beauty Council CEO Millie Kendall said: “We are so pleased to be working with Cult Beauty on this guide to help young people, and their parents, navigate the ever-evolving world of skin care.”
Chloe Combi, Founder of The Respect Project, which aims to improve young people’s relationship with beauty and body image, said: “The Respect Project’s collaboration with Gen A–Z provides valuable insight into the lives of teenagers.
“This guide is a much-needed tool in challenging outdated beauty ideals impacting the youth – every teen, parent, carer and school will greatly benefit from it.”
