Key Takeaways:

• Ulta-commissioned study shows Gen Alpha discovers beauty online but still seeks in-store validation.
• AI shapes product discovery, while physical retail drives trust and community.
• For Gen Alpha, AI sparks interest, but real-world experiences seal the sale.

It should come as no surprise that digitally native Gen Alpha consumers are using AI and online personalization tools more than ever to shop for beauty products, according to a recent study from Ulta Beauty and NielsenIQ (NIQ). But AI and other digital channels are just the first part of the journey for the 6-7 generation.

Gen Alpha consumers see shimmering cheekbones highlighted in a GRWM (Get Ready with Me) on Coverstar or Snapchat, and then ask ChatGPT for product recommendations and reviews. But when it comes to making a purchase decision, Gen Alpha consumers wait for a trip to Ulta Beauty with their friends, where they can test the product’s consistency on the backs of their hands and see how the light hits it.

Gen Alpha consumers may be digitally native, but they crave the tangible and sense of community that comes with shopping for beauty IRL. The study, entitled “Smart Beauty: AI, Personalization and the Gen Alpha Consumer,” found that while 78% of Gen Alpha consumers discover beauty products through at least one online source, 77% also rely on real-world validation.

The report also found that Gen Alpha consumers who use AI tools are more likely to visit a store IRL than their peers who do not use AI (57% vs. 36%). Instead of replacing brick-and-mortar stores, digital channels like AI help bring Gen Alpha consumers through the door.

And when it comes to seeking advice on shopping for beauty products, every tween parent can let out a long sigh of relief. According to the study, parents (41%) outrank social media (34%) and friends (29%) when it comes to influencing Gen Alpha’s beauty purchase decision-making.

Additional Key Findings:

• 73% of Gen Alpha beauty consumers use personalization tools while shopping for beauty products through tailored product recommendations (35%), AI-powered search results (31%), and interest-based content suggestions (29%).
• The majority of Gen Alpha consumers prefer shopping for beauty products in-store, including 73% of fragrance users, 70% of makeup users, 66% of skincare users, 66% of haircare users, and 66% of nail care users.
• Gen Alpha’s top reasons for using AI tools include product discovery (53%), trying something new (45%), and learning how to use products (42%).
• 26% of teen boys use AI shopping assistants for beauty—nearly double the rate of other Gen Alpha groups (~15%).

Sponsored by Ulta Beauty and conducted by NIQ, the study surveyed 500 parents or guardians of Gen Alpha consumers and 522 Gen Alpha consumers (with the parents’ consent). According to Jacqueline Flam, Managing Director of Beauty and Health at NIQ, what stands out the most in these findings is the clear convergence of digital and physical behaviors. “Gen Alpha is highly fluent in AI and personalization, but they are using these tools to enhance discovery and build confidence, not to replace in-store experiences.”