Janice R. Andrews
Preteens invading Sephora stores has sparked a heated discussion among adults on social media about the place of young girls in the realm of high-end skincare and makeup. The dispute centres on anti-aging companies like Drunk Elephant, which are well-known for their high prices and cosmetic regimens geared at adults.
Tween girls are being blamed by Millennial and Gen Z TikTok users for their reported disruptive behaviour in Sephora stores. Ten to thirteen-year-olds are described as controlling every area of the store in a viral TikTok uploaded by Megan Lacey. This overpowering behaviour annoys adult customers who contend that Sephora is not a place for youngsters.
Some, meanwhile, are contesting the blame put on tween girls, arguing that rather than being the guilty parties, they might just be victims of the influence of consumer culture. Critics contend that the prevalence of young girls modelling adult beauty routines is a result of the marketing strategies employed by skincare and makeup companies, as well as the dearth of influencers who are suitable for their age on social media sites such as TikTok.
Young consumers’ preferences are greatly influenced by consumer culture, which places a strong focus on trends and aesthetically pleasing lifestyles. By using influencers to carefully portray their products as emblems of sophistication and adulthood, brands capitalise on children’s natural desire to emulate the actions of role models who they view as mature.
Concerns have been highlighted by the delicacy with which influencers cater to younger and younger audiences, as well as the children’s lack of media literacy. It’s difficult for younger viewers to distinguish product placements from content in “get ready with me” style films since they so expertly combine them with idealised adult lives.
Because exposure to its dynamics may result in the premature formation of materialistic values, the impact of this commercial culture on children’s development is concerning. Videos from TikTok have gone viral showing young females obsessed with expensive retinol face creams, making them into status symbols that are essential to their identity and social position.
Some consider messy in-store activities as a good reminder of adolescents embracing youthful spontaneity and playfulness, while realising the difficulties they present. Proponents of a more imaginative and exploratory approach to skincare and makeup place a premium on encouraging self-acceptance over social expectations and preserving the joy and inventiveness of children.
As the story of Sephora develops, it calls into question how consumer culture and beauty standards have changed over time, advocating for a healthy, balanced approach to beauty that puts an emphasis on one’s own self-expression and discovery above outside influences.
