Well, hello, hello, guys. You're listening to Beauty Bites with Dr. K. Secrets of a Plastic Surgeon.

It's time for a five-minute Friday. And let's talk about this

trend of 10-year-olds taking over Sephora. You guys know that it's surprising. Sephora has become a haven for young

teens. They are swarming in picking up the latest skincare products, makeup, and

fragrances. And there's a notable shift in demographics of who is buying skincare. And it's crazy

that it is kids under the age of 20. It's the 10 to 15 year olds that are swarming in. They're barely in their double digits.

They're not with their parents. It's become the new mall social hangout. And it's a significant

part of the consumer base. So so much criticism has gone into this because young adult

children's skin does not need strong anti-aging products like retinols,

alpha hydroxy acids, things that can break down and strip your skin barrier.

This holiday season kids were not asking for bicycles, not asking for clothes or shoes or trips. They were asking for serums, face masks,

$80 face creams. And that is so unusual. And why is that phenomenon happening? It's Generation Alpha.

So Gen Alpha, born between 2010 and 2024, is the most plugged-in generation.

And beauty companies are taking note and perhaps pushing this trend because it pushes the revenue.

And these iPad kids, they've been exposed to social media from day one.

They don't really talk and communicate with each other. They feel a sense

of community from watching TikToks and participating in these trends. And Gen Alpha is going to drive

growth in consumer skincare industry for many years to come. So 22% of the population is going to be 18 years old and less. And these are

the kids that are purchasing skincare. 68% of children, age 10 to 15, have a skincare regimen.

I don't know about you, but I had just normal teen acne soap and water and I don't know,

I was born in the age of noxema and, you know, Claricil. Very little was available and also very

little was necessary. Frankly, giving people the idea that multi-step routines are necessary to look like a normal human

...