Sephora welcomes Gen Alpha shoppers with brands designed for them

On this week’s episode of “The Glossy Beauty Podcast,” co-hosts Sara Spruch-Feiner and Lexy Lebsack dive into one of beauty’s buzziest topics: Gen Alpha’s rapid emergence as consumers in their own right. They discuss Spruch-Feiner’s reporting on Sephora tweens and teens, as well as Sephora’s first two brands geared directly at Gen Alpha: Sincerely Yours, brought to market by father-daughter mega-influencer duo Jordan and Salish Matter, and Evereden, which will hit Sephora.com on October 14. They examine what will happen, on Sephora's shelves and beyond, as Gen Alpha grows into its purchasing power. The demographic, born between 2010-2024, is currently 15 years old and younger — and already showing a voracious appetite for consuming beauty products, while also starting brands they want to see hit the market. See: Sincerely Yours and Yes Day. But first, a look at some of this week’s headlines, including Coperni’s introduction of C+, a collection of athleisure clothes infused with pre- and probiotic properties, meant to help support the skin’s microbiome. The brand claims that the benefits last through 40 washes. They also discuss CeraVe becoming the NBA's official skin- and hair-care partner. The brand has previously dabbled in partnerships with basketball players, working with Anthony Davis and Paige Bueckers for its "Head of CeraVe" campaign to promote its anti-dandruff shampoo in February. It will promote the new partnership through digital and physical activations throughout the season. Finally, they talk about fitness trackers, specifically rings, which continue to gain traction — U.S. sales are up 88% year-over-year. More than 1.3 million fitness tracker devices were purchased during the first seven months of 2025, a 35% increase over last year. The same growth has not been seen for devices worn on the wrist, however — sales of these devices were down 6% year-over-year.