Why Beauty-Themed Birthday Parties for Tweens Are on the Rise

Forget the days of princess costumes and bounce houses—today’s tweens are swapping tiaras for tinted moisturizers. Beauty-themed birthday parties have emerged as a fresh trend, with girls as young as nine celebrating their birthdays with skincare and makeup experiences at beloved beauty retailers like Sephora, Glossier, and the tween-focused skincare brand Rile. These celebrations aren’t just trendy; they’re redefining how young consumers interact with beauty, mixing fun, education, and a pinch of retail magic.

The Evolution of Birthday Celebrations

Beauty brands are tapping into Gen Alpha’s budding interest in skincare and makeup by offering immersive, hands-on experiences that double as celebrations. Sephora, for instance, has introduced birthday party packages tailored for tweens and teens. These include makeup tutorials, skincare lessons, and scavenger hunts, blending entertainment with learning.

Take the example of 9-year-old Mia Schwartz, who celebrated her birthday at a Sephora in Boca Raton, Florida. With two professional makeup artists demonstrating techniques for achieving “dewy skin” in an age-appropriate way, the party proved a hit. “It wasn’t just about makeup—it was about self-expression and confidence,” said Mia’s mother, Jenni Schwartz. Activities such as a product-themed scavenger hunt added an educational spin, making the event both enriching and entertaining.

Glossier: The Cool, Casual Birthday Destination

Glossier has also found itself at the center of this trend, albeit unofficially. Known for its Instagram-friendly aesthetics, Glossier has become a destination for tweens eager to explore beauty in a relaxed and fun setting. In December 2024, a Los Angeles store hosted the birthday bash of a 12-year-old, where party-goers enjoyed $20 gift cards for product exploration and curated selfies with friends. Emily Lewis, Glossier’s General Manager of Retail, explained, “These parties are about more than sales—they’re about building connections and a sense of belonging for young fans.”

Rile’s Focus on Skincare Education

While some brands lean heavily into makeup, teen skincare brand Rile aims to balance beauty with responsibility. Co-founded by former beauty editor Kelly Atterton, Rile’s parties emphasize skincare education rather than cosmetics. Their peer-led model—using older teens to teach tweens basics like cleansing and moisturizing—offers an empowering and relatable experience for its young attendees. “Our mission is to help tweens care for their skin responsibly while fostering confidence without introducing makeup too early,” shared Atterton.

Customized Beauty Experiences Abound

Beyond major retailers, niche beauty experiences are also making waves. Venues like the Lip Lab allow tweens to craft their own custom lip shades, while Orly Color Lab lets party guests design nail polishes. For those hosting at home, spa-inspired celebrations featuring mini-massages and child-safe manicures are gaining popularity, offering a more intimate take on the trend.

Beauty and the Future: The Impact of Gen Alpha

These parties aren’t just about creating unforgettable memories; they’re shaping the future of the beauty industry. Gen Alpha—the most digitally connected and beauty-savvy generation yet—has growing influence over consumer trends. For retailers, these events are a golden opportunity to cultivate lifelong brand loyalty. “This next generation is reshaping beauty retail in real-time,” said Emily Lewis of Glossier.

Still, the rise of beauty-themed parties isn’t without its critics. Some parents question whether introducing skincare and makeup at such a young age could lead to unrealistic beauty standards or undue pressure. Others, however, view these events as tools for fostering self-expression, confidence, and healthy self-care habits.

Final Thoughts

Beauty-themed birthday celebrations are more than glitter, gloss, and goodie bags—they’re a cultural shift in how brands engage their youngest consumers. From Sephora’s thoughtful blend of fun and education to Rile’s empowering focus on skincare, these celebrations strike a balance between entertainment and life skills. Whether it’s crafting custom lipsticks at the Lip Lab or attending a peer-led skincare session with Rile, Gen Alpha tweens are making their mark on the beauty world—and the industry is listening.

As the preferences of this influential generation continue to shape trends, beauty retailers are stepping up their game to meet the demand for experiences that go beyond the surface. One thing is clear: these young beauty enthusiasts are here to stay, and they’re transforming birthday celebrations along the way.