Gen A has already contributed significantly to the beauty industry's market value. Despite the oldest member of the generation only being 14, the demographic is reportedly responsible for 49% of skincare sales growth in the past year. This is no surprise considering that a further 49% of Gen A parents confirm their daughter has a strong interest in skincare and cosmetics, followed by a lesser 16% who state their son has also shown intrigue in the category.Often dubbed "Sephora Kids," Gen A is flipping the script on beauty, rewriting the playbook of expectations from brands and businesses. As already widely discussed, social media has played a heavy part in Gen A's rise in interest in cosmetics, with endless tweens taking to TikTok to show their latest haul of products and overflowing vanity."Previously, consumers' purchasing habits in beauty were influenced by their mothers, grandmothers, aunts, and friends. These women of influence were responsible for teaching young women how to apply makeup and the right makeup and skincare to use," Brinn Garner, former Chief Revenue Officer-North America at Orveon Global, tells BeautyMatter. "Now you have a younger generation exploring new makeup and skincare and perhaps becoming influencers for their moms, sisters, and more."The change in roles began with the internet generation, Gen Z, of which 57% state they have aspired to be influencers at some point in their lifetime due to the online content they are exposed to. This career goal from Gen Z created a cultural shift for Gen A, allowing influencing to permeate their everyday lives, making a routine where sharing content is second nature.