For Teen Boys, Beauty Is Suddenly Cool
While talk of tween beauty typically centres around gourmand body sprays and skincare for girls, Gen Alpha boys are buying up luxury fragrances and TikTok-famous hair products.
The fashion industry is turning its attention to the deodorant market in order to attract young consumers. Brands like Sincerely Yours and Yes Day are targeting tweens at an opportune time. Despite economic challenges, including inflation and high gas prices, consumers are still spending on fashion, particularly when brands demonstrate their value. Beauty Correspondent Liz Flora, based in Los Angeles, covers beauty and wellness for Business of Fashion.
In the current sneaker scene, low-profile brands such as Onitsuka Tiger and Adidas have become the trendsetters. Executive Delphine Arnault expressed sadness following the loss of a Dior executive in a car accident. The tween beauty market typically focuses on gourmand body sprays and skincare for girls, but boys in Gen Alpha are increasingly purchasing luxury fragrances and TikTok-famous hair products.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
