Beauty buys top back-to-school shopping lists as Gen Z and Alpha drive demand

Back-to-school lists are getting a makeover. Alongside stationery and tech gear, beauty products are fast becoming non-negotiable, with 14% of UK shoppers admitting they feel pressured to include them in their haul.

As August marks peak spending season, this shift spotlights how cosmetics are no longer optional, especially for Gen Z and the emerging Gen Alpha, who are increasingly shaping beauty’s next era.

The "Sephora Kids" phenomenon seen in the US, where tweens and teens treat beauty aisles as an extension of their back-to-school shop, is now mirrored in the UK. Industry players are moving quickly to meet demand. Adam Minto, founder of Revolution Beauty, launched Trouble Maker this month: a bold, character-led brand designed for Gen Z/Alpha, with nearly 300 products priced under £10 and available in 400 Superdrug stores.

Meanwhile, skincare is getting its own teen revolution. Indu, the youth-first skincare label created by industry veterans, landed its first retail partner with Sephora UK last year, while US import Bubble continues to build its presence via Boots with a dermatologist-led, affordability-first model that speaks directly to Gen Z values of safety and transparency.

AliExpress’s survey also shows how the back-to-school basket is evolving more broadly. Tech gadgets (22%) are now almost as important as stationery (33%), with laptops, printer accessories and even foldable e-bikes topping shopping lists - right alongside mascara and moisturiser.

Bonnie Zhao, AliExpress UK’s General Manager, acknowledged both the excitement and financial strain of the season: "The run-up to the start of the school term is one of the busiest and most exciting times of the year as students start new year groups or start school and university for the first time.

"However, this period can also be a stressful time for households, with many under pressure to balance getting everything that they need whilst also finding affordable deals to help them get more for less."

Despite cost pressures, almost half (42%) of consumers say they won’t cut back on purchases, while 23% wait for discount periods.

With beauty products now nestled between laptops and lunchboxes, the 2025 back-to-school shop reflects a cultural shift as much as a retail one. From Bubble’s affordable skincare to Indu’s simplified routines and Minto’s playful makeup, brands are racing to serve the youngest and most beauty-conscious generation yet.