Janice R. Andrews
TikTok users are raising the alarm over reports that young girls, some as young as 10, are flooding Sephora stores with pricey beauty product buying sprees, causing mayhem and leaving a mess in their wake. The contentious phenomenon is being brought to light by the viral hashtag #SephoraKids.
What’s taking place?
Many TikTok videos show young girls excitedly buying makeup items like lipstick and concealer. Some even ask for expensive anti-aging skincare products from companies like Drunk Elephant. The footage also shows makeup testers and displays becoming damaged, raising questions about the conduct of these youthful customers.
Alpha Generation’s Purchasing Power:
With a staggering $5.39 trillion predicted to be spent on them by the end of 2024, the Generation Alpha generation appears to be showing off their shopping power at Sephora, which is fueling the #SephoraKids trend on social media.
The Disputation Revealed:
Customers and staff at Sephora are sharing on TikTok their bad interactions with young girls in the cosmetic shop. Videos show toddlers making “skincare smoothies” using trial goods and stealing complimentary disposable cosmetic brushes, disrupting both customers and staff.
A former employee of Sephora, @OliviaVaphiades, explains in an eye-opening video how she dealt with a little girl who insisted on getting a sold-out Drunk Elephant skincare product. When the female, dissatisfied, cursed at the worker and grudgingly requested a retinol product, which is usually used for anti-aging, the situation became more heated.
Elephant Gets Drunk and Reacts:
In a statement released on December 8, 2023, Drunk Elephant supported the practice of young females buying their merchandise. The company stressed that a large number of its products are made for all skin types, including tweens and children. They did, however, advise against utilising their strongest products—retinols and acids.
Why the Fixation on Makeup and Skincare?
On TikTok, some mothers try to justify their daughters’ infatuation with Sephora. Self-described “Mom of an 11-year-old who shops at Sephora,” @Briannawasthere, credits her regular makeup use for it. Board-certified dermatologist Dr. Sonya Cook recommends that children learn more about skincare products through social media and develop an inclination to use them.
Which Products Are Appropriate for Children to Use?
For children with acne, Dr. Cook suggests over-the-counter medications that contain salicylic acid and benzoyl peroxide. A product with modest retinol is also appropriate because it promotes the formation of collagen. She does, however, caution against using retinols and acids excessively as they might irritate skin.
According to Dr. Cook, the perfect skincare regimen for young children consists of moisturising, which is especially important in the Canadian winters, a daily application of sunscreen, and a mild cleanser without soap. She points out that promoting a skincare regimen at an early age helps cultivate a lifelong sense of self-care. Conversations on parenting, beauty standards, and the impact of social media on the younger generation are still sparked by #SephoraKids.
