This text was updated on March 22 at 10:55 a.m. EST.

Gen Alpha is fueling sizable growth in skincare.

Despite only 26 percent of households counting a member of the cohort, tweens are driving 49 percent of mass skincare’s growth, in line with data from NIQ.

“We’ve traced [momentum] back to this general phenomenon of youngsters moving into the skincare category more quickly,” said Anna Mayo, vice chairman of NIQ’s beauty vertical, adding that cleansers, serums and masks are among the many products young consumers are mainly reaching for.

While average prices are up 8 percent in facial skincare in mass, inflation isn’t the one factor keeping sales afloat. “Beauty consumers are reallocating more of their dollars towards beauty at the same time as they’re cutting back in other areas,” said Mayo, adding that the category is up 9 percent overall in dollar sales, and 0.9 percent in units.

“Dollars proceed to grow faster than units, but units are growing — which is positive and never the case for a lot of other categories across the store,” she said.

While facial treatments and eye skincare are amongst those segments seeing standout growth, skincare appliances are on the decline within the mass market, dropping 22.3 percent in year-over-year sales.

“Facial brushes, cleansing brushes and people sort of at-home-spa offerings — they blew up during COVID-19 as people were finding these greater routines, but have really slimmed down now; people either have already got them at home or they’re sort of returning to normal,” Mayo said.

Listed here are the highest mass market facial skincare categories by year-over-year dollar sales growth.