Gen Alpha Prefers to Shop In-Store, Ulta Beauty CEO Says

Ulta Beauty CEO Kecia Steelman says Gen Alpha—the youngest generation, born between 2010 and 2024—is surprisingly drawn to in-person shopping despite being raised in the digital age. Speaking at Fortune’s Most Powerful Women Summit, Steelman noted that while Gen Alpha learns about products online, they prefer visiting stores to test and experience them firsthand. “They like trial. They like hands-on,” she said, emphasizing that the group values experience, quality, and product ethics over price alone.

Steelman added that Gen Alpha is particularly interested in Korean beauty and clean, ethically made products, showing sophistication in their preferences. Ulta, she said, is training associates to provide age-appropriate skincare guidance and work closely with parents to ensure young customers have a positive, educational experience. Recent research backs her observations: a Numerator report found that 66% of Gen Alpha parents say their children prefer in-store shopping, mainly for family bonding and fun. However, as they grow older, convenience may lead more of them to shop online. For now, Ulta’s focus is on nurturing this emerging group of beauty enthusiasts—one store visit at a time.