One of the most recent hot topics of the internet has been this newfound era of “Sephora children.” What exactly does that mean and why are 12-year-olds spending their parents’ money on high-end beauty products such as Charlotte Tilbury lipstick and Drunk Elephant skincare?
A Blast from the Past
Less than 10 years ago, some of the tween girls’ favorite stores consisted of places like Justice and Claire’s. In 2020, Justice filed for bankruptcy and closed over 600 of its stores. By 2021 the once beloved store of the early and mid 2000s had become basically obsolete.
Similarly, Claire’s ruled the malls and fascinated young girls with their countless choices of accessories and beauty products suited for their age range. Now, Claire’s is resorting to selling their stock out of Walmart’s across the country.
In 2013 this would’ve sounded like an absurd prediction that would never be true. In 2024, these types of retails have no place in the interests of tween girls ranging from the age of ten to thirteen. Instead, they rather shop with the grownups in places like Sephora and Ulta.
TikTok Takeover
Over the past holiday season, TikTok became flooded with videos complaining about “Sephora children.” Shoppers at these retailers have begun struggling to find their favorite products because they were being sold out by tween girls. “Get Ready with Me” TikTok’s of girls using makeup products such as Drunk Elephant bronzing drops also picked up traction. The internet has developed confusion on why girls who are that young feel the need to use products that are so high-end.
So, What’s Up?
The issue is that the stage of being a “tween” has been removed from the normality of growing up. There are no more places that allow girls to embrace being in between a child and a teenager. This was solidified with the downfall of brands like Justice and Claire’s. Rather than having the desire to go to the mall and check out the newest pieces of clothing with their initial on it at Justice, girls spend time scrolling. TikTok, YouTube and Instagram are flooded with older influencers that use the exact products they have begun purchasing.
Although the intention of these influencers may not be to have their target audience be 12-year-old girls, these girls are the ones consuming much of their content. Now these stores are not only filled with women but young girls duplicating behaviors they’re watching from their newfound idols.
Let us know your thoughts on the new generation of “Sephora children” by tweeting us on X @VALLEYmag!
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