Whether it’s with a nice scoop of ice cream or a warm bath, there’s no doubt that everyone loves to treat themselves once in a while. However, skincare has recently become one of the most well known trends to treat oneself, especially in young girls.
The trend, known as “Sephora Kids” is one led by the curiosity of Gen-Alpha girls and skincare. Starting on TikTok, girls from ages 9-14, now roam stores such as Sephora and Ulta Beauty, in search of products like as Drunk Elephant and Glow Recipe.
It was believed the trend started when Kim Kardashian’s daughter, North West, posted her morning skin care routine on TikTok. In the video, West used an array of beauty products, despite only being nine at the time.
“Ever since they saw one person go, they all think it’s cool,” ten year old Lucy Prud’homme said.
This trend does not only include skincare, but also an array of makeup products. Many of these products, whether skincare or makeup, were not made for children seeing as they contain elements that can harm a young child’s skin.
"They don't understand the function of skin and that it's not just this wall you can throw anything at.” Dr. Brooke Jeffy, a dermatologist from Arizona, said.
Aside from the possibly harmful effects, these products also tend to be very expensive, ranging anywhere from $25-$70. Drunk Elephant, a brand carried by Sephora, is one of the most known skincare brands among young girls, as well as one of the most expensive. The Lala Retro Whipped Cream, a “rescue cream” can cost up to $62 for a 50mL bottle.
Not only could the products harm children’s skin, but the children have also caused harm to the stores. Many reports have stated that the “Sephora Kids” go into the stores and ruin displays and samples. From mixing multiple products in one bottle, to actually breaking displays, “Sephora Kids” have wasted hundreds of dollars from over-using samples alone.
Not only have there been reports of ruined products and samples, but also poor treatment to the workers from these young customers.
However, these top beauty stores have not lost any money due to the amount these children are paying for their products. A Tiktoker, by the username “natsodrizzy” posted a video stating she worked at Sephora and watched a mother have to talk her nine year old daughter down from buying $900 worth of products, to instead spend only $500.
Many people believe this trend started via the internet, and has only been fueled by media makers known as “skinfluencers”. The skincare, much like other consumer products such as Stanley cups, have slowly become a thing of status.
“They see people using products from Sephora on social media. So it’s almost like a status symbol to buy products from there even if they don’t even know how to use them properly, but they can show their friends that they have them.” said mother Jennifer O’brien after having her twin daughters’ birthday celebration at Sephora.
Many things have come out of this trend, from poorly treated workers, to the increase in price of products, but also the growing knowledge of how to take care of one’s skin in the youth.
““I love showing her how to take care of her skin at this young age.” Melissa Horne, a mother of a six year old daughter, said.
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