Session Title: Beauty as Belonging: How Skincare Rituals Among Tweens Are Shaping Identity and Driving Early-Stage Loyalty to Mall-Based Brands

Session Overview:
Skincare is becoming one of the earliest languages of identity for Gen Alpha. For today’s tweens, beauty isn’t just about self-care—it’s about self-definition, social belonging, and how they’re seen in the world.

In this keynote, I’ll examine how early beauty rituals—shaped by TikTok, peer dynamics, and emerging values—are laying the groundwork for long-term brand loyalty and emotional engagement in retail spaces. Drawing on my background in global youth research at YPulse, I’ll share why malls must become more than places to shop—they must become spaces where young people feel seen, safe, and reflected.