The Alpha generation is made up of people born after 2010 and although it is made up mostly of children and pre-teens, it will be the 20-year-old generation in 2030. Therefore, beauty brands should now prepare to understand their interests and habits. The Alpha Generation values authenticity, personalization, sustainability and ethics. This generation is also keenly aware of the importance of equality, diversity, fluidity and inclusion, and expects these principles to be rooted in the world around them. While Generation Z prefers the offline in-store experience over the online one, if they are equivalent, things change for the Alpha generation: to be able to convince the Alpha generation, in fact, the retail experience in the store must be better than the shopping on the website.