By promoting safe practices, the parents and society can ensure that this trend benefits rather than exploits
The beauty industry is continuously evolving, with brands adapting to trends, demographics and consumer behaviour. A notable trend is the rising interest in skincare and beauty among younger audiences, including children and pre-teens, popularly referred to as ‘Sephora Kids’. While Sephora does not have a specific kids line, the term reflects a cultural shift as children become active participants in the beauty and skincare market.
The idea of ‘Sephora Kids’ is tied to the increasing exposure of children to social media, beauty tutorials and influencers. Platforms like TikTok and YouTube have normalised beauty routines for younger audiences, making skincare and makeup accessible and aspirational. Pre-teens, often labelled as "Generation Alpha," are drawn to the beauty industry as a way of self-expression and social connection.
Parents too play a role in this trend, with some encouraging early skincare habits to prevent future issues like acne. Additionally, brands targeting this demographic such as Bubble and Florence by Mills, offer gentle, age-appropriate skincare, further validating the interest of young consumers? Beauty brands have now recognised the buying power of younger audiences and their families.
Marketing campaigns often focus on inclusivity, fun packaging and social media visibility to attract children and pre-teens. For instance, kid influencers and beauty creators promote skincare routines and products, driving trends among their peers while brands like Bubble and BTWN emphasise safe, dermatologist-approved products for younger skin. Moreover, platforms like TikTok and Instagram amplify the trend by showcasing beauty routines and promoting luxury brands. This has contributed to an increase in spending among tweens and teens on beauty products, with estimates showing annual expenditures ranging from $119 to $140 per child for skincare and makeup.
Not only this, but many parents also express concerns about the safety of children using advanced skincare products with potent ingredients like retinol and acids, which may not be suitable for young skin. Dermatologists report an increase in skin issues, such as irritations and allergic reactions, linked to these products. Parents too worry about the psychological impact, such as the pressure to conform to unrealistic beauty standards and premature exposure to consumer culture?.
They note that participating in beauty routines can boost their children's confidence and serve as a creative outlet. However, the same comes with the risk of adopting harmful skincare habits, overspending and feeling pressured by societal beauty ideals? The rise of Sephora Kids raises ethical questions about how much influence the beauty industry should exert over children. On one hand, critics argue that marketing beauty products to young audiences exploits their impressionability and perpetuates consumerism while on the other hand, advocates believe that when managed responsibly, it can foster creativity and self-care. Brands and regulators must emphasise transparency, safety and age-appropriate messaging.
Parents, too at times must guide their children in understanding the importance of moderation and self-acceptance. There is no denying that the concept of ‘Sephora Kids’ symbolises a cultural and generational shift in the beauty industry. While it opens doors to creativity and self-expression for younger audiences, it also demands careful navigation of ethical and developmental implications. By promoting safe practices and fostering positive self-images, the beauty industry, parents and society can ensure that this trend benefits rather than exploits young consumers.
(The write is an educator; views expressed are personal)
