No Stupid Questions: Bye-Bye Gen Z Neon. These Design Elements Are Catching Gen Alpha’s Eye.

Pastel and the noughties aesthetic will continue to dominate, particularly among gen A brands. We’ll see the glitter and the complete pastel color spectrum, but with a touch of that cute aesthetic that dominated the early 2000s (think Powerpuff Girls and bedazzled Blackberries). Glossier’s latest collaboration with Starface for its pimple patches is a good example.

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If you remember cell phone charms in the noughties, gen A brands have taken note as well such as Indu’s newest mascara and even Kaja’s jelly charm lip and blush stain. This movement towards easily accessible makeup products doubling as accessories is gaining momentum. Fenty’s limited edition clip-on gloss caters to the older demographic, and Hailey Bieber’s prototype phone case for her Rhode lip gloss brand has ignited a social media frenzy. The fusion of beauty and fashion is unmistakably on the rise as these brands tap into the nostalgia and playful vibes of the past.

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Gen Z and gen alpha are very values-driven. They’re unfussy and direct, very savvy when it comes to shopping, and they do not consider being eco-conscious a passing trend. They have grown up with this and are known to stick to their values and pay a bit more if it means that a product is easy to use, multifunctional, refillable and recyclable.

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Authenticity and transparency also extend beyond packaging and design. Models are less airbrushed and more “real” by showing imperfections, and website and packaging copy is shorter and direct when listing out product’s benefits. As a result of this, you’ll notice an increase in space on both packaging and websites, still maintaining a minimalistic aesthetic while accommodating this values-driven approach.