Picture this, you are at the tender age of 11, holiday cash burning a hole in your pocket. The days of Claire’s and Justice excitement have faded; now, Sephora sees a wave of tween girls, creating ripples of discontent among adult shoppers and employees.
Where Did They Come From?
Seems familiar? Enter college student Chloe Grace, unwittingly launching the “Sephora Kids” era with a TikTok post after Christmas. The viral phenomenon began as she questioned her followers about the invasion of tween girls, who were not just shopping but allegedly being “rude” and creating “skincare smoothies” with display products.
Resurfacing from TikTok
According to TikTok, Generation Alpha’s beauty favorites include Drunk Elephant, Glow Recipe, Summer Fridays and Sol De Janeiro. It is not just about pricey products; these tweens are diving into high-end skincare, embracing active and sometimes harmful ingredients.
This is where Sephora faces a dilemma: ban the influx of “Sephora Kids” or embrace their desire for self-expression. While a ban might seem like an easy fix, the beauty retailer aims to transform it into an educational haven, fostering an inclusive environment for young makeup enthusiasts.
Who Are We to Blame?
Blame doesn’t fall on the parents; influencer culture is the culprit. Recognized as TikTok’s latest villains, “Sephora Kids” replicate influencers like Alix Earle and Meredith Duxbury in their “Get Ready With Me” videos, turning makeup aisles into the stage for their own beauty adventures.
Parents Are Innocent, Influencer Culture Is Guilty
Influencer culture and the reduction of tween spaces are at the heart of the issue. “Sephora Kids” is a product of a culture that glorifies beauty influencers, creating a new breed of young makeup enthusiasts with an appetite for the latest trends and products.
Let us know your thoughts on the new generation of “Sephora Kids” by tweeting us on X @VALLEYmag!
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