“The word Alpha in Greek means ‘something new’, and often alludes to something / someone that asserts dominance,” reads DKC News’ A Guide to Gen Alpha report. The statement perfectly encapsulates Gen Alpha, a bold generation of tweens and teens born from 2010 to the present, making their mark on the beauty industry as (very) early adopters of all things skincare, haircare, and makeup.While some may feel they’re only just recovering from learning all things Gen Z, others are determined to understand the minds of Gen Alpha and how they will play a part in shaping the future of beauty. Since news of Sephora Kids came to light, the industry has invested time and into understanding the generation's interests and demands. BeautyMatter outlines the key findings from DKC News’ report, uncovering the spending power of Gen Alpha (and their parents). The report looked into the spending power of 8- to 13-year-olds, asking their parents about their behaviors and influence on household purchasing decisions.Parent’s Positioning79% of Gen Alpha parents are millennials, the generation poised to be the richest in history. 49% of Gen Alpha parents estimate that half of all household spending is impacted by their child’s opinions. $45 is the average amount of pocket money the typical Gen Alpha child spends a week ($2,340) a year, with 35% of children frequently using this money to buy beauty products. 95% of millennials parents learn about new brands, products, or services from their Gen Alpha child. Mini but Mighty Money Managers90% of Gen Alpha are already earning their own money in at least one way.