This month, we’re looking at how Gen Alpha, Gen Z, and Millennials are rewriting the rules in beauty. From teens launching their own skincare brands to science-backed spinouts like DUA making luxury accessible. Plus, Morphe proves the power of creator-driven storytelling in digital, and we explore how educational experiences keep audiences engaged and coming back.

Here’s what caught our eye.

Welcome to the Sephora Kids Era

Raiding our parent’s bathroom cabinets and smearing hundreds of dollars’ worth of serum onto our faces is what some may call a core memory.

The attraction was always there. Now the market is catching up.

Gen Alpha, the social natives. 

This generation wants what feels real. They treat educational content as entertainment and use skincare as a creative outlet.  But their curiosity is now big business.
The Guardian reports that “Sephora kids” helped drive a third of prestige beauty sales last year, marking the rise of tweens as a real force in skincare consumption.

They grew up online, and now they’re starting skincare brands of their own.

Enter Sincerely Yours, skincare line created by teen YouTuber Salish Matter.

Her creator roots make the brand resonate with Gen Alpha in a way few others can. Because she grew up as part of the audience, not just speaking to it, she bridges the creator community and product design in a peer-to-peer way. The line is designed for developing skin, and at under $30, it fits the teen wallet perfectly.

We dive deeper into how beauty looks different across generations in our latest Beauty Report.

Grab your copy, let us know what you think

More brands are bridging the gap

DUA is a new skincare brand created by the team behind Augustinus Bader and not just inspired by it, but literally spun out of the parent company.

That makes it different from a typical celebrity or influencer launch. It carries AB’s scientific credibility and R&D foundation but is reimagined for a younger audience.

Where Augustinus Bader caters to mature skin, DUA is made for Millennials and Gen Z with more accessible pricing and a relatable tone.

It’s a clear example of how to expand without losing prestige.

Just launched, check it out: https://duabyab.com/

The New Morphe ( +24% growth in RPU)

Before “creator brand” became a marketing move, Morphe was already doing it.

Now, it’s back with a refreshed identity and site experience to match.

Morphe’s refreshed brand codes guided the look and feel of the new site. 

How these codes translate into the site:


• California Heat
Full-bleed: sun-soaked imagery that feels immersive.

• Perfect Pairing:
Smart bundles and product suggestions that inspire discovery.

• Lo-Fi Luxe: UGC integrated throughout to add authenticity and texture.

• Always Morphing:
Subtle motion and transitions that create flow.

• Sensory Obsession:
Macro product photography that feels tactile and luxurious.

Read the full case study in our Beauty Report

When Sites Teach, Audiences Stay

There’s something about an educational site that keeps you coming back. It helps you connect with the product and invites you into the brand’s world.

If your product is built on innovation, culture, or craftsmanship and your website doesn’t teach, you’re selling yourself short.

Brands doing it right:

Ten Thousand teaches through movement, showing the consumer what activities the garment was made for.

Satisfy Running tells you what conditions the garment is used for with a scale showing temperature range & weather conditions.

Stone Island has a research hub where they pull back the curtain on their material innovations.

We created a guide to help brands apply these tactics and more, with practical team exercises.

Newest Addition to our CIR Program: Clayton

Writer. Strategist. Trends and culture expert.

Clayton joins VAAN’s Creative in Residence program, bringing sharp insights on how brands stay relevant, communicate value, and connect with modern audiences.

You’ll see him pop up from time to time sharing his perspective and creative strategy across industries.

Meet Clayton →

PS: Our New Website Is Live

We built it to reflect how we think, create, and partner.
Take a look and let us know what you think.
vaangroup.com

as always, thanks for tuning in!
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