Daise Is the New Under £10 Gen-Alpha Beauty Range That Is Beauty Editor-Approved

The buzz about tween and teen beauty isn’t going anywhere. Over the last few years, thanks to influencers like The Garza Squad, the obsession with beauty products for Gen Alpha, children born from 2012 onwards, is real. So it is no surprise to me that brands are starting to take notice and adapt to the trend by bringing out products aimed at this group.

One brand leading the way is Daise, created by the brains behind Monday haircare. This super-cute beauty range has launched online at Tesco and goes into Superdrug on 15 April, and it looks set to send Gen Alpha into a frenzy. The range comes in brightly coloured bold packaging, comes in a variety of super fruity scents and the best bit? It’s all under £10, which will be music to parents’ ears everywhere.

As a mum of a nine-year-old, who’s recently had a Sephora party for her birthday and has a vanity table in her room that could compete with Superdrug, I feel very torn. I love beauty, it has been my career for the last decade or so, and our shared interest, but I draw the line at the viral £63 serum she is “desperate” to have. No one needs expensive products, let alone someone who will still be producing collagen for the best part of twenty years. However, I love that she is now part of the conversation. I’ve also noticed she uses skincare as a self-care tool like I do.

For her and her friends, it is not about changing the way they look or trying to stop ageing – this take on tween beauty is completely wrong and needs to stop. Not once have I heard any tween discuss wrinkles or fine lines. In my opinion and from my observations, it is all about the shared interest and joining in with their peer group as a sense of community. That’s why I can’t see the harm as long as she steers clear of ingredients that will irritate her skin and makeup that she doesn’t need.

It is the community aspect that makes Daise the real breath of fresh air. Not only does it look cute on any tween’s dressing table, it doesn’t break the bank or feel exclusive. I have had a lot of conversations with parents who are being asked for designer brands and feeling like they are letting their children down by not buying a £22 lip balm. This entire range costs between £2.50-£8 and, at this price, it feels far more inclusive, which I love.

The main thing I didn’t anticipate was that I would try it and like it, too. I am not one for fruity scents as a rule, yet most of these smelt fresh and subtle, rather than overpowering and offensive. I was also impressed with the quality of the products. This range isn’t a gimmick; it has been carefully thought out and curated to appeal to the age group and beyond.

One of my favourite products is the Daise Vanilla Glow Body Scrub (£8). If you like a thick, grainy sugar scrub, then you need this. It exfoliates the skin and leaves it glowing and hydrated; ideal the night before you apply fake tan or to remove any leftover old tan. The scent is also subtle yet long-lasting and competes with some of the best body scrubs I have tried.

One area I can be a bit of a product snob is in my shower; I like a premium, scented shower gel. It turns my daily shower into an experience and I believe there is nothing more indulgent than a fancy body cleanser. Although if I am worrying about money or trying to save my pennies that month, it tends to be the first thing I ditch. Well, not anymore. The Daise Coconut Whip Foaming Body Wash (£5) is so good. I love the mousse formula, it feels deeply hydrating and smells like summer in a bottle.

Talking of summer, I am sure the body mists will be the firm favourite of tweens everywhere. The cute flower-shaped bottle is oh-so-cute and the scents are appropriate for this age group as they aren’t overpowering. Although I have to say Lowkey Daise Body Spray in Rose and Sandalwood (£6) may have just made it into my room . . .

Lauren Ezekiel (she/her) is a former associate editor at PS UK, where she wrote about all things beauty and wellness. With a degree in journalism she began her career in 2008 at a leading Sunday supplement, where she climbed through the ranks to become beauty editor in 2012. Lauren is obsessed with skincare, hair and makeup, and she’s often found offering advice to innocent bystanders. A mum of two, Lauren is an advocate for the benefits of beauty and self-care for your mental well-being, which inspired her award-winning charity initiative We C U 2020. Her work has been published in Grazia, OK!, Health & Beauty, The Sun, Asda, Dare and Metro.