Gen Alpha tweens are fueling sales in skincare. It isn't just because they are worried about wrinkles.

• Gen Alpha tweens are driving a surge in skincare sales, spending significantly in Sephora stores.
• Gen Alphas that BI spoke with weren't convinced antiaging was behind their enthusiasm.
• But insecurities passed down from millennials and Gen Z are at least part of the story, experts say.

Gen Alpha is fueling sales in skincare, with many tweens blowing their pocket money on expensive cosmetics.

It could be that they are just the latest generation plagued by worries of aging, made all the worse by social media.