Gen Alpha consumers are already rewriting the rules of beauty, offering an early window into how the next generation will discover brands, shape trends, and make purchasing decisions. In this session, we unveil new NielsenIQ research to explore what matters most to Gen Alpha, including what they expect from brands and retailers, and how their digitally‑native and values‑driven mindset is reshaping engagement. From personalization and self‑expression to the platforms and creators guiding their choices, this session will reveal what Gen Alpha foreshadows about the future consumer and how brands can prepare for their impact.