From last year’s Sephora chaos that led to overconsumption, beauty brands are gaming their way into Gen Alpha’s hearts, through screens.
Last year, we witnessed chaos in the most unexpected of places: Sephora raided by children —yes, actual children—raided shelves, swatched every Drunk Elephant and glow recipe product in sight, and generally made life a living nightmare for retail employees.
As much as it caused an amplified dislike of children on the internet, perhaps it sparked a new market idea for beauty brands. What if this chaotic “mess” could be viewed as a marketing potential… digitally?
Gen Alpha’s Has Entered the Chat
Let’s be honest—Gen Alphas already know the existence of retinol, hyaluronic acid, and contouring more than most of us did at their age . That Sephora invasion? It wasn’t just a fluke—it was a warning shot. The next generation of consumers is active, aware, and digitally obsessed.
And brands are taking notes.
From Charlotte Tilbury to Sol De Janeiro, beauty brands have begun infiltrating the digital spaces these kids love most—video games.
Glam And Gaming: Why Gaming Is the New Beauty Counter
Unlike traditional advertising, gaming offers something that billboards, TikToks, and YouTube tutorials can’t: immersion, allowing users to experience a brand in a world where they’re already emotionally invested.
Take Roblox, for instance. It’s not just a game—it’s a social platform, fashion playground, and now, a beauty and fashion showroom. Brands like Gucci and Moncler have launched virtual shopping experiences inside Roblox, and beauty brands are following suit.
Sol de Janeiro, for example, created a digital beauty experience that turned into a viral success for their body, wellness products. Players could “shop” in-game, try on virtual products, and engage with the brand—all while playing. No real-world money? No problem. Gen Alpha can use in-game currency “Robucks” to purchase these “items”, even if it’s only for their avatar.
Level Up! : Charlotte Tilbury x Genshin Impact
Perhaps the most unexpected collab came from Charlotte Tilbury teaming up with Genshin Impact, a popular Chinese action RPG known for its anime-style aesthetics and intense fanbase.
Genshin boasts interesting storytelling or what we call “lore” complex battle mechanics, amazing graphics and has grown a dedicated cosplay community. That last part? That can potentially be a bottomless pit of goldmine for beauty brands.
Cosplayers need long-lasting, high-performance makeup, and other genshin players enjoy collecting merchandise in relevance to the game. Charlotte Tilbury saw an opening: tap into a fandom already obsessed with character aesthetics and costume perfection.
Is this makeup actually being worn? Some, yes. But many of these collaborative items are cherished as collectibles, displayed proudly on shelves next to limited-edition game merch – even if it will never be opened.
The Role of AI in Future Collabs ?
Gaming isn’t the endgame—it’s just the entry point. The next frontier? Artificial Intelligence.
Luxury brands are already weaving AI into marketing—virtual models, AI-generated campaigns, even personalized beauty advisors powered by machine learning. Gen Alpha, a generation raised on ChatGPT and other generative platforms, will expect nothing less.
Imagine this: an AI-generated makeup palette inspired by your favorite game character. Or a fully interactive launch where you can test makeup in a 3D-rendered digital world, maybe even with the help of your AI skin consultant.
Far-fetched? Maybe not. We’re closer to that reality than you think.
Final Thoughts?
What started as Sephora drama has evolved into a legitimate market shift. Beauty brands are moving from store shelves to digital landscapes—meeting Gen Alpha where they are: in games, on screens, and deep in fandoms.
Would you buy beauty products inspired by your favorite video game character? Let us know! Follow Style Cartel on social media for more exclusive drops and fashion, beauty insights.
The Charlotte Tilbury x Genshin Collaboration is available for purchase on the Charlotte Tilbury Online Shop globally at CharlotteTilbury.com.