They’re the generation that, according to NIQ, account for a staggering 49 per cent of pharmacy skincare sales.
But still, so often Generation Alpha (or those born from 2010 to 2024) are stuck browsing the aisles of Mecca and Sephora looking at skincare brands like Drunk Elephant, Sol de Janeiro and Glow Recipe which are not necessarily made for their youthful complexions.
Not any more.
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Aussie brand Allkinds is making waves among skincare buffs thanks to its simple, refreshing approach to teen and tween skin that promises results without destroying their precious barrier.
Rather than bamboozling young people with acids, retinols and actives, the core Skin Support skincare range comprises elements that show exactly what a teen’s skincare routine should look like — and it’s as simple as cleanse, moisturise and protect.
For $49.99, tweens and teenagers can snap up a Classic Care Daily Routine Set, a Gentle Care Daily Routine Set or a Clearing Care Daily Routine Set.
Each set comprises a full-sized cleanser and moisturiser that have been dermatologically-tested to be soft enough for young skin.
“Here’s the truth: teen skin doesn’t need aggressive actives, or 10 steps,” Allkinds say.
“It just needs to have the dirt, oil and bacteria removed (aka: be cleansed), then nourished and hydrated with a moisturiser and protected with a sunscreen. Yes, it’s that simple.”
Whether your teen or tween needs a “Gentle” skincare set ideally suited for sensitive skin, a “Classic” set or a “Clearing” set if they are more prone to acne, the Allkinds collection lets young people be a part of the skincare conversation by building good habits and a great healthy skin routine, in a way that is both age — and skin — appropriate.
“We believe that teaching self-care at a young age begins the journey toward building independence, self-confidence, good habits and healthy skin,” the General Manager of Allkinds Paula Gorman — who has been with the brand since its inception — tells Best Picks.
“We also believe that the skincare journey shouldn’t be gendered, so we’ve consciously made products and designed packaging for all kinds of teens. Anyone can (and should) use our Skin Support range.”
Elsewhere on the Allkinds website, parents, teens and tweens can snap up other pieces of skincare as well as cute accessories for making their self-care fun.
Paula tells me the bestselling item on the website is the brand’s Whipped Shower Foams ($16.99), which come in a range of flavours, from Fairy Bread to Maple Crunch and Warm Sugar.
The Whipped Body Lotions ($19.99) are also popular, adding an element of fun to showering and self-care, while Allkinds parties are on the rise — where young people can go into one of Allkinds’ physical stores with a certain amount of money to spend, and they can buy what they want.
I’ve been trying the Classic Skincare Set for the past couple of weeks, and while I’m not the specific target market, I have been loving the feel of the cleanser and moisturiser on my skin, as well as the results.
With ingredients such as Jojoba Set Oil, Vitamin E, Kaolin and Pentavitin for 72-hour hydration, my skin has been kept balanced and hydrated with the products.
I also love that the brand comes with realistic price tags for the target market — $49.99 for two products is much more affordable than $70+ for one single buy.
Allkinds has no intention to stop here either, with an impressive launch in the pipeline coming mid September that is set to revolutionise teenage and tween skincare even further.
To browse the full range, head to the website here now.