Ulta Beauty Study: Gen Alpha Is Embracing AI—But Still Wants the In-Store Experience

Key takeaways: 

• Gen Alpha uses AI to discover products but still prefers to experience beauty in person before purchasing. 

• Most Gen Alpha beauty shoppers already rely on AI-powered recommendations and tailored content to explore new products. 

• Parents continue to play the biggest role in beauty purchases and want safe, transparent, and educational shopping experiences. 

Gen Alpha is redefining how beauty is discovered and shopped, blending AI-powered personalization with a strong preference for in-store experiences, according to Ulta Beauty’s new Smart Beauty: AI, Personalization & the Gen Alpha Consumer study conducted by NielsenIQ. While most Gen Alpha consumers turn to digital channels to discover products, they still seek real-world validation by visiting stores, talking with family and friends, and testing products before they buy. The findings reinforce that AI isn’t replacing physical retail—it is fueling discovery, confidence, and deeper engagement with beauty. 

The research also highlights growing expectations for personalized shopping experiences, with nearly three-quarters of Gen Alpha beauty shoppers already using personalization tools such as tailored recommendations and AI-powered search. At the same time, parents remain central to purchasing decisions and are looking for retailers to prioritize safety, transparency, and expert guidance. Together, these insights underscore the opportunity for beauty brands to create connected experiences that combine innovative technology with trusted human expertise, education, and meaningful in-store engagement. 

Why It Matters 

• The future of beauty is omnichannel.  

• Responsible AI builds stronger relationships. 

• Human expertise remains a competitive advantage.  

Learn more here.