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
What soaring gas prices mean for California’s EV market
It has been a bumpy road for the electric vehicle market as declining federal support and plateauing public interest have eaten away at sales.
But EV sellers could soon receive a boost from an unexpected source: The war in Iran is pushing up gas prices.
As Americans look to save money at the pump, more will consider switching to an electric or hybrid vehicle. Average gas prices in the U.S. have risen nearly 17% since Feb. 28 to reach $3.48 per gallon. In California, the average is $5.20 per gallon.
Electric vehicles are pricier than gasoline-powered cars and charging them isn’t cheap with current electricity prices, but sky-high gas prices can tip the scales for consumers deciding which kind of vehicle to buy next.
“We probably will see an uptick in EV adoption and particularly hybrid adoption” if gas prices stay high, said Sam Abuelsamid, an auto analyst at Telemetry Agency. “The last time we had oil prices top $100 per barrel was early 2022 and that’s when we saw EV sales really start to pick up in the U.S.”
In a 2022 AAA survey, 77% of respondents said saving money on gas was their primary motivator for purchasing an electric vehicle. That year, 25% of survey respondents said they were likely or very likely to purchase an EV.
As oil prices cooled, the number fell to16% in 2025.
In California, annual sales of new light-duty zero-emission vehicles jumped 43% in 2022, according to the state’s Energy Commission. The market share of zero-emission vehicles among all light-duty vehicles sold rose from 12% in 2021 to 19% in 2022.
“Prior to 2022, we didn’t really have EVs available when we had oil price shocks,” Abuelsamid said. “But every time we did, it coincided with a move toward more fuel-efficient vehicles.”
Dealers are anticipating a windfall.
Brian Maas, president of the California New Car Dealers Assn., predicted enthusiasm for EVs will rebound across California if oil prices don’t come down.
“If prior gasoline price spikes are any indication, you tend to see interest in more fuel-efficient vehicles,” he said.
Rising gas prices could be a lifeline for EV makers at a time when federal support for green cars has been declining.
Under President Trump, a federal $7,500 tax incentive for new electric vehicles was eliminated in September, along with a $4,000 incentive for used electric vehicles.
In California, the zero-emission vehicle share of the total new-vehicle market was 22% through the first 10 months of 2025, then dropped sharply to 12% in the last two months of the year, according to the California Auto Outlook.
Meanwhile Tesla, the most popular EV brand in the country, has grappled with an implosion of its reputation with some consumers after its chief executive, Elon Musk, became one of Trump’s most vocal supporters and helped run the controversial Department of Government Efficiency.
Over the last several months, Ford, General Motors and Stellantis have pared back EV ambitions.
Other automakers, including Nissan, announced plans to stop producing their more affordable electric models.
The Trump administration has moved to roll back federal fuel economy standards and revoked California’s permission to implement a ban on new gas-powered car sales by 2035.
David Reichmuth, a researcher with the Clean Transportation program in the Union of Concerned Scientists, said the shift in production plans will affect EV availability, even if demand surges.
That could keep people from switching to cleaner vehicles regardless of higher gas prices.
“This is a transition that we need to make for both public health and to try to slow the damage from global warming, whether or not the price of gasoline is $3 or $5 or $6 a gallon,” he said.
According to Cox Automotive, new EV sales nationally were down 41% in November from a year earlier. Used EV sales were down 14% year over year that month.
To be sure, oil prices can fluctuate wildly in times of uncertainty. It will take time for consumers to decide on new purchases.
Brian Kim, who manages used car sales at Ford of Downtown LA, said he has yet to see a jump in the number of people interested in EVs, hybrids or more fuel-efficient gas-powered engines.
Still, if the price at the pump stays stuck above its current level, it could happen soon.
“Once the gas prices hit six [dollars per gallon] or more and people feel it in their pocket, maybe things will start to change,” he said.
Business
Nearly 60 gigawatts of U.S. clean power stalled, trade group finds
A total of 59 gigawatts of U.S. clean energy projects are facing delays at a time when demand for power from AI data centers is surging, according to a trade group study.
Developers are seeing an average delay of 19 months over issues such as long interconnection times, supply constraints and regulatory barriers, the American Clean Power Assn. said in a quarterly market report.
The backlog is happening despite the growing need for power on grids that are being taxed by energy-hungry data centers and increased manufacturing. The Trump administration has implemented a slew of policies to slow the build-out of solar and wind projects, including delaying approvals on federal lands.
The potential energy generation facing delays is the equivalent of 59 traditional nuclear reactors, enough to power more than 44 million homes simultaneously.
“Current policy instability is beginning to impact investor confidence and negatively impact project timelines at a time when demand is surging,” American Clean Power Chief Policy Officer JC Sandberg said in a statement.
Despite the hurdles, developers were able to bring more than 50 gigawatts of wind, solar and batteries online in 2025, accounting for more than 90% of all new power capacity in the U.S., the report found. Clean power purchase agreements declined 36% in 2025 compared with 2024, signaling that the build-out of clean power in the U.S. could be lower in the 2028 to 2030 time period, according to the report.
Chediak writes for Bloomberg.
Business
Feud between Vegas gambler and Paramount exec sparks $150-million fraud lawsuit
The high-stakes feud between Paramount Skydance President Jeff Shell and Las Vegas gambler and self-professed “fixer” Robert James “R.J.” Cipriani spilled into court on Monday.
Cipriani filed a lawsuit against Shell on claims of fraud and eight other counts, alleging that he reneged on an oral agreement to develop an English-language version of a Spanish music show that streams on Roku TV.
He is seeking $150 million in damages.
In the 67-page lawsuit, filed in Los Angeles County Superior Court, Cipriani claims that in exchange for providing “sophisticated, high-value crisis communications services, entirely without compensation” over 18 months, Shell had agreed to develop the show “Serenata De Las Estrellas,” (Star Serenade), but failed to do so. Cipriani and his wife were to be named as co-executive producers.
“This case arises from the oldest form of fraud: a powerful man took everything a less powerful man had to offer, promised to repay him, lied to him when he asked about it, and then refused to compensate him at all,” states the complaint.
Cipriani — who has producer credits on a 2020 documentary about Vegas, “Money Machine: Behind the Lies,” and the 2015 movie “Wild Card” — intended to make “Serenata” as a “lasting legacy for his mother,” Regina, saying the effort “has been the driving force and the most important thing consuming [Cipriani’s] entire life of almost sixty-five years,” according to the suit.
The show was inspired by a song that the Philadelphia-born Cipriani used to sing to his late mother when he was growing up.
The litigation is the latest twist in a simmering behind-the-scenes scandal that has left much of Hollywood slack-jawed.
For weeks, Cipriani had threatened to file a lawsuit against Shell, with the potential to derail his comeback at Paramount, three years after he lost his job as NBCUniversal’s chief executive over an inappropriate relationship with an underling.
Cipriani’s suit alleges Shell wasdesperate for help in quelling negative stories about him.
It also portrays him as someone who was indiscreet, allegedly sharing sensitive information during the period when the Ellison family, through Skydance Media, was preparing to close its deal to acquire Paramount and then was actively pursuing Warner Bros. Discovery to add to its growing entertainment and media empire.
The eventual rift between the unlikely pair began in August 2024. Patty Glaser, the high-powered entertainment litigator, convened a meeting between the two men.
During the meeting with Shell, the executive expressed to Cipriani his concern that emails and texts between him and Hadley Gamble, the CNBC anchor Shell had been involved with, would come out, saying “that would absolutely destroy me,” according to the suit.
Cipriani claims in his lawsuit Shell was facing “catastrophic personal exposure arising from his conduct toward yet another woman in the media industry,” similar to what had prompted his ouster from NBCUniversal and that he “solicited” his “crisis communications services.”
According to the suit, Cipriani was in a position to help him, having engaged in a “longstanding practice of exposing misconduct in the entertainment and media industries.”
Robert James “R.J.” Cipriani in Amazon Prime Video’s 2025 series “Cocaine Quarterback.”
(Courtesy of Prime)
A high-rolling blackjack player, Cipriani’s colorful résumé includes aiding the FBI in the arrest and conviction of USC athlete-turned global drug kingpin Owen Hanson, who was sentenced to 21 years in federal prison, and filing a RICO suit against Resorts World Las Vegas.
Leveraging his “unique media relationships and industry influence,” Cipriani said in his complaint that he provided Shell with “ongoing threat-monitoring and intelligence services,” and “took proactive steps to suppress, redirect, or neutralize” negative coverage against Shell before publication.
Cipriani said Shell expressed “effusive gratitude” to him after he planted a story about another entertainment industry figure “in order to divert media attention” away from Shell. “Thank you thank you thank you,” Shell wrote in a text to Cipriani, according to the lawsuit, which included a copy of the text.
During tense negotiations over Paramount’s streaming rights for the highly successful “South Park” franchise last summer, Shell allegedly asked to talk to Cipriani about the matter. Cipriani then “orchestrat[ed] the placement of a highly favorable news article,” that was “devastating to Shell’s and Paramount’s adversaries in the dispute,” the suit states.
After a story published in a Hollywood trade, Cipriani wrote to Shell on WhatsApp, “I’m the one that put the article out for you!!!” and “I didn’t want to tell you till it hit so you have plausible deniability.”
According to a message cited in the lawsuit, Shell responded, “I love you!!!! …Thank you Rj,” adding “I owe you dinner at least!”
Despite those boasts, Paramount ultimately paid “South Park” creators millions more than Skydance had intended. To remove obstacles from Skydance’s path to buy Paramount, the media company agreed to two blockbuster deals that include paying the “South Park” production company more than $1.25 billion to continue the cartoon — making it one of the richest deals in television history.
During the course of their relationship, Cipriani further alleges that Shell alerted him to a then-pending $7.7-billion Paramount deal for the rights to UFC fights, while Netflix “believed” it had a “handshake deal” for the same rights, according to the suit.
Cipriani disclosed in his lawsuit that he filed a whistleblower complaint with the Securities and Exchange Commission over the disclosure of material information, claiming that Shell told him that not even UFC President Dana White knew of the transaction. In a WhatsApp message cited in the lawsuit, Shell told Cipriani that the deal was “very hush, hush until we sign.”
While the gambler continued to provide his services to Shell gratis, their relationship began to sour.
Cipriani became enraged that Shell did not uphold his end of the alleged deal to help him with the TV show, viewing it as a slap to him and his mother.
In February, the pair met to resolve their growing dispute. According to the lawsuit, also in attendance was an unidentified entertainment attorney who had represented both men in separate matters.
Patty Glaser has been widely reported as having represented Shell and Cipriani. She introduced them in summer 2024, as The Times reported Saturday.
“We were presented with a draft complaint riddled with clear errors of fact and law,” Glaser said in a statement last week. “We will strongly respond.”
The February meeting did not go well.
Shell not only “refused to compensate” Cipriani, but also told him that he could not “assist” him “in obtaining a television show or other entertainment industry opportunity.”
Cipriani further alleged in his lawsuit that during their “failed summit,” Shell revealed his “disdain” for David Zaslav, the Warner Bros. Discovery CEO, and disclosed that Paramount intended to “sweeten” its pending hostile offer for the studio to fend off Netflix prior to announcing its intention to do so publicly.
After the meeting, Cipriani stated in his complaint that Shell’s attorney privately offered Cipriani a “$150,000 personal loan” to resolve the dispute.
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