If there’s one thing 2024 has taught us, it’s not to underestimate Gen Alpha’s love of a fun, playful beauty brand. We saw what happened earlier this year with Drunk Elephant, whose colorful packaging caused a massive shortage of the beloved brand. Now, we’re seeing that same fervor for a new beauty brand: KNC Beauty.
Founded by Kristen Noel Crawley after a trip to Tokyo inspired her to create her own line of all-natural, collagen-infused lip masks, the brand has quickly become a favorite of TikTokers and celebrities alike. Everyone from Kim Kardashian to Emma Stone have been spotted using Crawley’s products and, back in June, she found an unexpected niche with the Gen Alpha market. Even honorary Gen Alpha representative North West has given her seal of approval, sporting the leaf-shaped eye masks on TikTok.
“KNC Beauty has clicked so well with Gen Alpha because it speaks their language—bright, playful packaging, products that look amazing on camera, and a vibe that’s totally fresh,” Crawley tells Teen Vogue. “Gen Alpha is all about inclusivity, and KNC doesn’t just say it; we show it. Our brand is easy to love and even easier to share.”
In addition to upholding their clean beauty standard with each product launch, KNC Beauty is dedicated to building an inclusive community among its shoppers. With initiatives like KNC School of Beauty, which aims to empower young people through fashion and beauty, Crawley has crafted an entire experience for her customers. It not only enhances the idea of using Instagram as a place to target new shoppers, but uses social media as a way to bring customers products they actually want to use and share online.
While the packaging and brand ethos might be a huge draw for the new generation of customers, it’s the brand’s ethos of clean, all-natural ingredients that have convinced parents to invest in their children’s self-care routines. From shooting-star shaped eye-masks to collagen-infused lip masks, Crawley says KNC Beauty stands out from other brands thanks to their attention to aesthetics and playful marketing.
“Each product is designed to be Instagram worthy, with packaging that’s vibrant, eye-catching, and chic—perfect for the selfie-loving crowd,” she explains. “Our signature star-shaped eye masks and pink lip masks make skincare feel like a fun, luxurious experience rather than just another step in a routine.”
It’s a beauty product that looks as good as it feels—and Gen Alpha is taking notes.
Want more great Style stories from Teen Vogue? Check these out:
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