And so it begins... one of the youngest members of one of the world’s most visible families just proved she’s a chip off the
overexposed old block. North West, firstborn daughter of Kim Kardashian and Kanye West, stars on the cover of a special edition of Women’s Wear Daily, Beauty Inc, titled “Keeping Up with the Future.”
Though North is only five years old, it’s a fitting branding opportunity, since not only is she the next generation of an already-thriving beauty empire (thanks to both her mom and aunt Kylie Jenner), but has been well-documented as a burgeoning makeup and fashion lover herself.
“Her distinct fashion sense belies her age, and lately, so does her eye for makeup,” writes the magazine.
Of course, this isn’t North’s first magazine cover; last September, she co-starred with dad Kanye and brother Saint on the Harper’s Bazaar “Families that Rock” issue.
Reportedly styled by Mom for her first solo cover and fashion spread, North appears poised to inherit the throne from her famous parents. The age-appropriate cover story is bubble-themed, but though the images are childlike, the reason behind North’s appearance is the forecasting of a future that *gasp!* likely won’t be so millennial-focused, after all.
West, whether she knows it or not, is at the forefront of a generation that is highly connected, engaged with fashion and beauty and individualistic in style. Called Alpha, signifying a new beginning, this age group is unlike any the world has ever seen.
And combined with Gen Z, their slightly older counterparts, their numbers are strong. According to the U.S. Census Bureau, in 2025, people aged 17 and under will comprise 43 percent of the U.S. population. Already, they are significant consumers of beauty: According to NPD, 69 percent of Gen Zers use color cosmetics and 68 percent have a skin-care regimen.
So is North West already the face of Gen Alpha? With contemporaries like Luna and Miles Stephens (children of John Legend and Chrissy Teigen), Alexis Olympia Ohanian (daughter of Serena Williams and Alexis Ohanian, Sr.), a new member of the British royal family on the way and, of course, her own growing brood of siblings and cousins, she’s definitely got some competition. But with a love of the camera that clearly echoes her mom’s, North may well be the leader of the pack.