Five-year-old North West has landed her first exclusive cover with a WWD issue dedicated to the beauty industry. North is described as a prototype for the Alpha generation, which is described as “highly connected, engaged with fashion and beauty and individualistic in style.”
The article adds,”West, whether she knows it or not, is at the forefront of a generation that is highly connected, engaged with fashion and beauty and individualistic in style. Called Alpha, signifying a new beginning, this age group is unlike any the world has ever seen.”
Weighing in on the cover, her mother, Kim Kardashian, gushed, “My most stylish and beautiful baby girl North shot her 1st cover for @wwd !!!! She loves fashion & beauty and has so much fun doing this!”
The article analyzes the coming buying power of what’s been deemed the Alpha generation, a group of individuals whose oldest members are six-years old. According to the article, “Millennials are defined to now be between the ages of 23 and 38,” while Gen Z is made up of those who are now between the ages of seven and 22 with Alpha’s oldest members at just six years old.
The combination of Gen Z and Alpha equates to a huge amount of potential beauty industry buying power. According to the U.S. Census Bureau, in 2025, people aged 18 and under will make up 22 percent of the U.S. population. Currently at least 68 percent percent of Gen Z members use color cosmetics and have a skincare routine.
