An inside scoop on one popular trend this year, “Sephora Kids”

By Erin Chow ‘25

Courtesy of Ila Reynolds-Kienbaum ‘27

A new beauty craze known as “Sephora Kids” recently took over social media, sparking heated debates among parents, influencers, and beauty industry experts. What started as a trend among tweens and younger teens obsessed with skincare and makeup has quickly reshaped the beauty industry. Are these preteens being empowered to care for themselves and delve into self-expression or are they falling prey to marketing trends too mature for their age?

In 2023, through the power of social media platforms such as TikTok and Instagram reels, Generation Alpha (people born between 2010 and 2024) became obsessed with skincare and makeup products. Popular influencers Alix Earle and Katie Fang have also furthered the rise of tween involvement in routine skincare and makeup application. 

Now, known as a trend labeled “Sephora Kids,” these tweens and young teens are “shaking up the beauty and skincare industry.” 

Throughout this past year, Sephora workers have noticed an increase in younger consumers crowding the stores, specifically making a “beeline for trendy and pricey skincare brands” including Drunk Elephant, Glow Recipe, and Laneige. These products are not only well-liked among “Sephora Kids” but they are also quite expensive. Drunk Elephant skincare serums can range from $39 to $90. 

Although brands such as Drunk Elephant have been huge hits with these kids, their products often contain active ingredients such as retinol, vitamin C, and salicylic acid, which are meant to target a specific skin care concern. If not used correctly, these active ingredients can harm the skin, causing unnecessary damage such as rashes, allergic reactions, and skin burns.

However, these “Sephora Kids” are unaware of the potential harm they can inflict on their skin. Instead, they choose to use the product based on its popularity and through the influence of older content creators promoting the brands through social media. Many makeup and skincare brands have taken advantage of children's heavy use of social media, marketing their products with the aim of targeting a younger demographic to increase sales.  

As tweens and younger teens flock to their nearest cosmetic stores, some students of Catlin Gabel School (CGS) have encountered “Sephora Kids.”

For instance, when senior Lyla Wohlgemuth goes to Sephora she sees lots of middle schoolers engaging with makeup, something she did not see when she was a middle schooler. 

Wohlgemuth added that there are bound to be “middle school trends,” but these can look different from year to year. When Wohlgemuth was in middle school, she remembered participating in other trends, such as VSCO girls and wearing scrunchies. None of these trends involved going to Sephora and buying makeup. 

Senior Zzy Heitner used to teach at Hebrew school to 5th-graders and noticed some students had “Lululemon crossbody bags…Sol de Janeiro perfume, and Summer Friday’s lip balm.”Additionally, she noticed that many of these younger students were coming to class wearing lots of makeup. Heitner recognizes this trend as part of growing up in today’s world, adding that she doesn’t “necessarily wish that it was the case.” 

“It’s great caring about yourself, expressing yourself, and highlighting your features,” said CGS Middle School Counselor and health class teacher, Zoë App. App highlighted that “middle schoolers all come with different interests and exposure levels” to certain topics and makeup is one of them. Throughout this year, App has seen some middle schoolers conversing about makeup and carrying it around. 

Although “Sephora Kids” has been perceived in various ways, some experts from the podcast Today Explained also highlight some pros of the trend: wearing sunscreen and building a habit of taking care of one’s skin at an early age. 

App agrees with these pros and tries to incorporate lessons regarding self-care and self-expression into her health class. Specifically, she raises awareness of how makeup can be used to " highlight your features… self-care, and art.” 

“It's a bonding thing,” added Heitner who sees this trend as an opportunity for kids to have fun with one another. “Who doesn’t like to engage in beauty practices?” said App, recognizing this form of bonding through her work with middle schoolers. 

Although these pros are seen through “Sephora Kids,” numerous cons prevail. One that arises is the concept of privilege among those able to participate in this trend. Because many of these products are expensive, some families choose not to invest in makeup. App said this could lead to feeling excluded among those with these products. 

With many of these popular items being expensive, some tweens and younger teens choose to spend their own “spending money” on these products or add wanted makeup and skincare items to holiday and birthday wishlists. 

According to one high schooler, they have seen one of their younger sisters, a middle schooler, enjoy makeup throughout her teenage years. Their sister has become fond of owning and purchasing a lot of makeup, using her own money to buy these expensive products. They recalled one instance where their sister sold their old bike and used the money to buy makeup from Sephora. 

Additionally, another rising concern about immersing in the beauty industry too early is becoming self-conscious about appearance at a young age.

“A lot of students at a young age are now used to their face with makeup,” said App. She hopes that even though students are learning to express themselves, they continue to “appreciate their natural beauty.”

Additionally, Wohlgemuth believes that constantly wearing makeup can project insecurities among children at a young age. “I think it can make kids feel like they need to wear it [makeup] to look pretty,” she shared. 

The “Sephora Kids” trend highlights both the benefits and risks of younger generations diving into the world of makeup and skincare at an early age. Although it promotes self-care and self-expression, the trend raises concerns about privilege, skin health, and potential insecurities that can be fostered among tweens and younger teens. As this trend continues to grow, it's important for parents, educators, and beauty brands, to guide younger users to make informed choices on how they can prioritize their well-being and natural beauty.