Business
Gen Alpha kids are spending big money on skin care. Some adults are concerned
Fourth grader Naiya White knows what you think about her twice-daily beauty regimen and her Sephora shopping trips.
“I heard all you guys were freaking out about 10-year-olds using skin care,” she says in a TikTok video posted last month, standing outside a Sephora store in Grand Junction, Colo. “So let’s go pick some out!”
Moments later, White is making her way down the hot pink Glow Recipe aisle in an oversize Lilo & Stitch T-shirt and sparkly green eyeliner, ticking off her favorite products in rapid succession.
“I’d recommend this avocado cleanser; it’s nourishing and gentle,” she says, holding up a $28 tube of face wash. “The mist is also a yes — it makes your skin look super glowy and it’s hydrating. This moisturizer is also one of my favorites and it smells delicious. The hyaluronic Plum Plump balm is a great sleep mask for lips.”
In conclusion, she says with more than a hint of sass, “For all the cranky, musty, dusty adults out there who think little kids shouldn’t be using skin care … get it together!”
Naiya, 10, is part of a fast-growing army of preteens who are swarming into beauty stores around the country and buying up cleansers, moisturizers, toners, face masks and, in some cases, potent anti-wrinkle serums, exfoliants and peels that are intended to slow the aging process in much older consumers. They’re showing off their multi-hundred-dollar hauls and elaborate morning and nighttime routines on TikTok, where the catchphrase “Sephora Kids” has been hashtagged more than 11,000 times.
The obsession with skin care among Gen Alpha — typically defined as those born between 2010 and 2024 — is leading to a windfall of unexpected business for the booming $164-billion global skin-care industry, which historically has targeted women, not girls. But cosmetics brands and the retailers that carry their products are facing a delicate balancing act as they navigate the phenomenon and figure out how to market to a growing cohort of impressionable customers.
“I don’t want to see younger kids using active ingredients, using exfoliating products, because it’s just not necessary,” said Shai Eisenman, founder and chief executive of Bubble, one of the skin-care lines most coveted by Gen Z and Gen Alpha consumers. “We have a responsibility as a brand, and that responsibility is not to sell as many products as possible.”
Gea Gueron, a sales associate at Larchmont Beauty Center, helps a young customer look at products.
(Carlin Stiehl / For The Times)
In June, cosmetics chain Ulta Beauty released an analysis of customer data that showed members of Gen Alpha become interested in beauty much earlier than their predecessors.
“While Gen Z females started experimenting with beauty products and services around age 13, Gen Alpha is eclipsing them by five years — starting at the average age of 8 for females and males,” the report said. “They also start more concretely defining what beauty means to them around the age of 11.”
The burgeoning skin-care trend, which Ulta Beauty began noticing in the last year, is “driven by the rise of new skincare rituals and trending products on TikTok,” a spokesperson said in a statement, adding that Gen Alpha overwhelmingly views skin care as a form of self-care and wellness.
Skin-care mania has divided millennial parents, many of whom grew up washing their faces in the shower with a bar of soap — if at all — and now are baffled by the multistep get-ready-with-me videos that their children are diligently following on social media.
Any video Naiya and I make at Sephora or Ulta, people have something to say. But I feel like a lot of adults forget what it’s like to be a child.
— Ashley Paige, Naiya White’s mom
Dermatologists and estheticians say the unease is more than just the usual hand-wringing of an older generation. They worry “skinfluencers” are pushing children to splurge on products that in some cases could cause damage to sensitive young skin, and are concerned the craze is kick-starting an unhealthy fixation with physical appearance.
“A lot of tweens and teens are now using anti-aging products, so they’re starting way too young,” said Dr. Carol Cheng, a pediatric dermatologist and an assistant clinical professor of dermatology at UCLA. In recent months, she has seen some patients arrive for their appointments with “bags of products to make sure they’re optimizing what they’re doing.”
“They’re using things like vitamin C serums, salicylic acid, really expensive products that have actives that can actually harm their skin,” Cheng said, referring to active ingredients meant to address specific conditions such as wrinkles and dark spots. Such harsh chemicals, she added, can cause irritation, redness, burning, peeling and stinging.
At CatEye Beauty Skincare, a boutique day spa in San Diego, girls are bringing in pictures of Korean women with so-called glass skin — a Korean beauty trend that refers to a clear and luminous complexion — and saying, “I want my skin to look like this,” owner Catherine Noel said.
“I’ve had a couple girls come in with very wealthy parents and they wanted a pumpkin peel on their perfect face,” she said. “That would be something for a 35-year-old woman, not somebody who’s 12.”
Amid reports and videos of unsupervised Sephora Kids descending upon the stores en masse, wreaking havoc on product testers and harassing employees, longtime shoppers have taken to the retailer’s online community page to post complaints, including one thread proposing a ban on customers under 16.
“I know that Sephora has basically become the new Claire’s for kids, and buying Drunk Elephant products that are full of actives and retinoids that are harmful to [kids’] skin is the latest Gen Alpha trend, but the testers are getting destroyed,” one customer wrote. “Everything from kids mixing skincare and makeup testers together to make ‘smoothies’ to opening new makeup packages and using them.”
The backlash hasn’t stopped Ashley Paige, Naiya White’s mom, from taking her to Sephora and Ulta Beauty a couple of times a month and filming their excursions for the more than 40,000 people who follow their joint TikTok page, @sparkleandchaos.
Ashley Paige, 37, left, and her daughter, 10-year-old Naiya White, at a Sephora store.
(Courtesy of Ashley Paige)
“Any video Naiya and I make at Sephora or Ulta, people have something to say,” Paige, 37, said in an interview with The Times. “But I feel like a lot of adults forget what it’s like to be a child.”
The duo’s first video, posted in January, addressed the backlash head-on, with Naiya instructing fellow Sephora Kids on how to behave politely in the stores.
“I heard they were about to ban testers because of us — that is not OK. Girls, clean up after yourselves,” she says in the video, which has been viewed more than 6 million times. “You need to be polite to all the people who work here, OK? You want a good rep, not a bad one.”
Industry professionals say an early introduction to skin care can be a positive thing if messaged correctly.
They’re steering young skin-care enthusiasts away from products with active ingredients and focusing instead on a minimalist approach centered on helping them develop healthy daily habits. The three basics, they say, are appropriate for any age: a gentle cleanser, a hydrating moisturizer and a good sunscreen.
That’s generally the protocol that Naiya follows, albeit with some extra steps.
“In the morning, I like to use my Bubble face wash and my Bubble Cloud Surf moisturizer and my Bubble tinted sunscreen,” Naiya said. Bubble launched in 2020 as a Gen Z-oriented brand with eye-catching packaging in vibrant colors and bold fonts, and quickly caught on with preteens as well.
“We don’t think anyone under 13 needs anything other than sunscreen, cleanser and moisturizer,” Bubble CEO Shai Eisenman says.
(Bubble)
“At night is when I use my Evereden kids multivitamin face wash and Evereden kids multivitamin face cream — it smells floral-y,” Naiya continued. “Sometimes I use toner. I also use the Aquaphor balm under my eyes to help with puffiness and stuff.”
Gen Alpha already wields significant spending power and is expected to become an economic force in the coming years. Companies of all kinds are developing new products to appeal to the demographic, which is growing rapidly with more than 2.8 million children born globally every week. By the end of the year, they will number nearly 2 billion — the largest generation ever, according to McCrindle Research, which is credited with coining the term.
Ulta Beauty, which operates more than 1,400 stores in all 50 states, said that in response to greater interest among Gen Alpha, it has “expanded our offerings to include simplified, dermatologist-approved products designed for younger skin.” In its most recent fiscal year, total sales increased 9.8% to $11.2 billion, with skin care accounting for 19% of company revenue, up from 17% the year prior.
“We do not proactively promote skin care to Gen Alpha,” a spokesperson said. “As more younger shoppers engage with us, we focus on guiding them — and their parents — toward informed choices” including educational resources, ingredient-based guidance and age-specific training for store associates.
An Ulta Beauty store in New York City. The cosmetics retailer released an analysis of customer data this summer that showed members of Gen Alpha become interested in beauty much earlier than their predecessors — starting at the average age of 8.
(David Dee Delgado/Getty Images)
That said, beauty companies are routinely teaming up with entertainment brands and toy makers to release kid-friendly limited-edition collections.
Ulta Beauty on Sunday launched two partnerships: an assortment of makeup, skin-care and hair-care items tied to the November release of Universal Pictures’ movie musical “Wicked,” as well as a separate collection with Mini Brands, featuring tiny $9.99 replicas of many of the chain’s bestselling products.
“All your favorite beauty brands are now cuter and more collectible than ever with Mini Brands x Ulta Beauty!” the retailer’s website says. “With over 68 different minis to collect, every unboxing is a fun surprise!”
Bubble used similar playful language in its recent rollout of Bubble Charms, “the CUTEST way to accessorize your Tell All Lip Balm.” The lip balm “comes with an adorbz keychain” and “will make your crush text u back,” the company says on its website.
In May, Bubble announced a collaboration with Pixar tied to the release of “Inside Out 2,” an animated film about the roiling emotions of puberty that grossed $1.6 billion worldwide at the box office. The products included in the limited-edition Pixar collection were safe for all ages, Eisenman said.
Bubble, a skin-care line beloved by Gen Z and Gen Alpha, launched in 2020. It recently partnered with Pixar on a product collaboration for the release of “Inside Out 2.”
(Bubble)
Today Bubble has about 50,000 brand ambassadors who help promote the company, participate in its product testing program and receive special discounts and freebies; 20,000 of them are 13 to 18 years old. On Bubble’s website and social media posts, the company routinely highlights which products and practices are suitable for kids.
“Just cuz you saw it on TikTok doesn’t mean it’s right for your face!” reads the caption in a Bubble Instagram post this year that featured a three-step skin-care routine for customers under 13. “Great skincare can be super simple.”
“A lot of younger kids are using products that are inappropriate,” Eisenman said. “For us, one of the most important elements is to be a good force and an educating source in this space.”
I’ve had a couple girls come in with very wealthy parents and they wanted a pumpkin peel on their perfect face. That would be something for a 35-year-old woman, not somebody who’s 12.
— Catherine Noel, owner of CatEye Beauty Skincare
At CatEye Beauty, owner Noel added a “teen facial with skincare lesson” to her list of services in March. The $120, 45-minute treatment is designed for people 11 to 15 years old and includes a double cleanse, mild exfoliation and, if necessary, extractions to clear out clogged pores.
“They still have baby skin,” she said. “I don’t like this trend of young girls coming in and using very expensive products, especially since they’re made for adults.”
Gen Alpha’s love of skin care is even prompting consternation among Gen Z.
At Larchmont Beauty Center on a recent Friday afternoon, eighth grader Maren and her friend, Shiri, stopped in to pick up a pack of hair bands. The two are on the border of Gen Z and Gen Alpha, but consider themselves members of the older generation.
“Our generation is a lot more chill,” she said. “I feel like millennials are full-face and we’re just like, some makeup. And then the people younger than us are like: skin care.”
Calling the trend “a little freaky,” 14-year-old Maren said she knows of kids “who are like 9, and they’re doing the same stuff I’m doing.”
“It’s insane that like a 9-year-old who has perfect skin is doing a 12-step skin-care routine.”
Business
Walmart’s EV chargers are coming to California with discounts for members
Walmart is rapidly expanding its network of electric vehicle chargers designed for customers to use while they shop.
The network could help fill gaps in EV infrastructure in states with greater need for chargers. Walmart, which has more than 5,000 locations in the U.S. and hundreds in California, says more than 90% of Americans live within 10 miles of one of its stores.
The chargers also offer an incentive for customers to choose Walmart — Walmart Plus members will receive a 10% discount off an average price of $0.46 per kilowatt-hour of energy at the company’s chargers.
Walmart chargers are already available at more than 75 locations in 17 states, with Texas boasting the most charging stations, followed by Florida and Arizona.
Matthew Nelson, Walmart’s director of energy policy, said last week on LinkedIn that the network will soon reach 29 states, including California.
“We are delivering on the promise of affordable, reliable and convenient charging,” Nelson said in his post.
According to Walmart’s website, six charging stations are coming to California soon, though the company did not offer a specific timeline.
The chargers will be installed at stores in Antelope, Brea, Fresno, Stockton, Suisun City and Vallejo.
Most charging sites in California will include eight to 16 fast-charging stalls, said Walmart spokesperson Kelsey Bohl.
The company first announced plans in April 2023 to install its own EV chargers at Walmart and Sam’s Club stores, with a goal of installing thousands of chargers by 2030. Partnering with ABB E-Mobility and Alpitronic, it added 25 new charging sites this past May and six more in June.
“Walmart is building a leading retail-integrated EV fast-charging network, focused on delivering an affordable, reliable and convenient charging experience where customers already shop,” Bohl said in an emailed statement. “Customers can charge while they shop, access stations through the Walmart app they already use, and benefit from affordable pricing.”
The charging stations already available include 612 individual charging stalls using 400-kilowatt chargers. Each stall has a dual charging cord with both Combined Charging System and North American Charging Standard connectors. The standard connectors, designed by Tesla, are smaller and lighter than the combined systems.
The primary way to pay for the chargers is through the Walmart app, but the company is also experimenting with built-in credit card readers to allow those without the app to use the stations.
Customers can check charger availability on the Walmart app. The company said the chargers will be available 24 hours a day.
Business
Waymo reports teen riders for bad behavior and delivers them to the police
Robotaxis could be turning into robocops.
A self-driving Waymo reported two teens to San Mateo, Calif., police on Monday after they were found drinking alcohol and shooting toy guns in the back of the vehicle.
According to a social media post from the San Mateo Police Department, officers detained two 15-year-olds after the Waymo they were riding in contacted the department and stopped in a parking lot until law enforcement arrived.
“Parents do you know where your teens are?” the San Mateo Police Department wrote on Facebook following the incident. “Waymo does!”
Officers removed both teens from the vehicle and determined they were using toy guns to shoot Orbeez out the windows. Orbeez are small, water-absorbing beads sold at toy stores.
“Toy guns, water guns, and BB guns all pose real dangers, especially to an untrained eye,” the Police Department said. “The simple handling of them can cause fear in [passersby].” “
A video posted on Facebook shows at least five officers and a police dog responding to the scene and approaching the Waymo with their weapons raised.
Waymo did not immediately respond to a request for comment.
Waymo vehicles have internal cameras and microphones that may be used in an emergency or to “promote safety and security,” according to Waymo’s online support page.
The cameras are also used to ensure the vehicles are clean and to help find lost items, according to the support page.
The company said it does not use facial recognition or other biometric identification technologies to identify individuals.
“In more urgent circumstances, support may access live video during a trip,” the Waymo page said.
The San Mateo Police Department’s Facebook post has garnered nearly 60 comments, with one user accusing Waymo of “snitching.”
“At least they got a designated driver?!” one user commented.
Business
Commentary: How right-wing anti-transgender attacks led to a Supreme Court ruling upholding sex discrimination
At the Supreme Court, the unfounded fear of boys masquerading as girls in youth sports rolled the clock back on gender equality.
On the surface, the Supreme Court’s June 30 opinion upholding state laws barring transgender girls from women’s and girl’s sports teams looks like a victory for women’s rights.
The 6-3 opinion by Justice Brett M. Kavanaugh certainly presents itself that way. “Females and males have inherent physical differences relevant to athletic performance,” Kavanaugh wrote. “Therefore, in contact sports, forcing female athletes to compete against males can create significant safety risks.” He also asserted that “forcing female athletes to compete against males can undermine competitive fairness.”
The ruling applied to prohibitions enacted in Idaho and West Virginia against “biological” males’ participation on women’s teams in public schools. Federal judges in both states overturned the bans. The Supreme Court majority restored them. The ruling essentially upholds similar bans enacted in 25 other states.
There was no record of any transgender person participating in school sports in the State, let alone any ‘problem’ with transgender students … creating unfair competition or unsafe conditions.
— Justice Sonia Sotomayor, demolishing the Supreme Court’s argument in favor of banning transgender girls from girl’s sports
Kavanaugh, like Donald Trump and others in the anti-transgender camp, maintained that one’s gender is an immutable fact of life, established even before birth.
Anything else, Trump stated in an executive order he issued on inauguration day 2025, could only be the product of “gender ideology extremism.” The U.S., his order stated, recognizes “two sexes, male and female. These sexes are not changeable and are grounded in fundamental and incontrovertible reality.” That’s a “biological truth,” he declared.
In his own version of this overconfident and factually insupportable conclusion, Kavanaugh wrote: “As all agree, females and males have inherent physical differences relevant to athletic performance.”
Science recognizes that some people are “born with sex traits that don’t fit into typical male or female patterns,” to cite a discussion on the Cleveland Clinic web page on the topic “intersex.” The condition “may involve chromosomes, hormones, reproductive organs or genitals.”
From a psychological standpoint, medical science recognizes “gender dysphoria” as a real condition often requiring counseling and medical intervention such as the use of puberty blockers and hormones to stave off the development of secondary sex characteristics until the condition can be resolved.
No one disputes that there are physical differences between the sexes. Few would dispute that on average or even at the median, males may be bigger and more powerful than females, or that in certain contact sports the difference may be telling and on occasion dangerous.
But that’s not the same as asserting that the physical differences between males and females invariably mean that men will invariably prevail over women in all competitions or that their participation will endanger women.
The International Olympic Committee — in a policy statement Kavanaugh cited incompletely — says that in “most running and swimming events,” males have a 10% to 12% advantage over women. That’s a range that would accommodate the full spectrum of outcomes — transgender females win, cisfemales win, they tie. (The “cis” prefix denotes those living consistent with their birth gender.)
West Virginia and Idaho addressed this ambiguity by banning transgender women from all girls’ teams. So under their rules transgender girls can’t play football or soccer with cisgirls. But what’s the argument in favor of banning them from the 100-yard dash, or cross-country track, or diving, or archery?
But something else is going on here. The Supreme Court’s ruling was almost preordained, given the years-long campaign by conservatives to demonize transgender individuals as if they’re members of an alien species.
It will be recalled that during his presidential campaign, Trump spun a despicable fantasy in which children were kidnapped in school and secretly subjected to sex-change operations.
Trump’s executive order wiped out policies aimed at protecting transgender adults from discrimination. He moved to outlaw gender-affirming medical therapies for anyone under 19 by cutting off federal funding for healthcare institutions that provide such care.
He banned transgender individuals from serving in the military and ordered federal prison officials to move transgender inmates into the general populations consistent with their birth genders, which exposes them to physical assault. (Federal Judge Royce Lamberth of Washington, D.C., has blocked the government from transferring three transgender women into the male prison population or terminating their hormone treatments.)
I wrote during Trump’s first term, when his anti-transgender policies were still gestating, that the goal was to show that “one can target any community, as long as it doesn’t have a strong political voice or political power. These are the actions of bullies and cowards, pretending to be strong.”
Last year, the Supreme Court struck its first blow against transgender rights by upholding a Tennessee law banning transgender care, including puberty blockers and hormone therapy, for minors. Similar laws have been enacted in 25 other states. The majority in that ruling by Chief Justice John G. Roberts Jr. was identical to the one in the June 30 ruling — Roberts, Kavanaugh, and Justices Clarence Thomas, Samuel A. Alito Jr., Neil M. Gorsuch and Amy Coney Barrett.
Who are the targets of this ideological campaign? They number only about 1.6 million U.S. adults, or one-half of 1% of the U.S. population. About 300,000 adolescents ages 13 to 17, or 1.4%, identify as transgender, according to a study by UCLA School of Law.
In West Virginia, as Justice Sonia Sotomayor observed in her dissenting opinion, “there was no record of any transgender person participating in school sports in the State, let along any ‘problem’ with transgender students … creating unfair competition or unsafe conditions.”
In endorsing the flat bans directed at transgender women in Idaho and West Virginia, Kavanaugh argued that any attempt to implement case-by-case judgments of students’ requests to join sports teams inconsistent with their biological gender would create “an enormous practical and administrability problem.”
Is that so? That wasn’t the case in Maine, where the annual K-12 population is more than 170,000. There, a committee was charged with determining whether a student’s participation in a sport consistent with their gender identity but inconsistent with their biological sex would “result in an unfair athletic advantage” or present a risk of injury to others. The committee held 56 hearings from 2013 through 2021, or an average of seven per year. During the entire time span, only four involved transgender girls. (The outcome of those hearings couldn’t be learned.)
It was Maine’s policy, one might recall, that provoked a confrontation between Trump and Maine Gov. Janet Mills at the White House last year, when Trump threatened to withhold federal funding from the state unless it barred transgender students from competing on women’s sports teams. “We’ll see you in court,” Mills snapped.
Whether the Idaho and West Virginia laws genuinely protect girls from unfair competition is questionable. (The Idaho law is styled the “Fairness in Women’s Sports Act.”) In practice, the laws may subject women in public schools to “invasive sex verification procedures,” as educational expert George Theoharis of Syracuse University wrote after the court ruling.
They’re also based on a retrograde view of women as fragile creatures needing men’s protection, Theoharis wrote — “the same logic that has historically been used to justify excluding women from making their own healthcare decisions and girls from rigorous math and science; that physically demanding work is simply beyond them.” (There don’t appear to be any state laws barring transgender women from competing in men’s sports.)
Becky Pepper-Jackson, the plaintiff in the West Virginia case, in which she is identified only as B.P.J., is the only transgender girl who sought to join girl’s teams — track and cross-country — in the state. That was in 2021, just after West Virginia passed its law and she was about to enter sixth grade. She didn’t appear to pose any competitive risk to others on the track and cross-country teams she applied to join — her lawyers told the Supreme Court that on those no-cut teams, she “came in near the back.”
Anyway, she had not gone through male puberty, which theoretically might have endowed her with a competitive advantage, because she had been taking puberty blockers and female hormones.
Thanks to the court’s ruling, Sotomayor observed in a dissent joined by Justices Elena Kagan and Ketanji Brown Jackson, West Virginia can deny Becky access to school sports “because it thinks they have an inherent athletic advantage, even if the facts show that they do not.”
B.P.J., Sotomayor wrote, “cannot practice on girls’ teams, even if she would not take anyone’s spot in an eventual competition, even if everyone who tries out for the team makes it, and even if having the chance to participate could aid immensely in treating B. P. J.’s gender dysphoria.”
So whose interest was really protected by the Supreme Court?
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