Young girls are taking over Sephora to participate in the latest online trend: skincare.
With the rise in young children on social media apps, and “get ready with me” videos trending, it’s no shock that Generation Alpha has taken an interest in skincare. “Sephora 10-year-olds,” as they’re being called online, are purchasing expensive skincare products with harsh anti-aging chemicals.
Drunk Elephant seems to be the most popular brand amongst these girls. The brand’s bright packaging and encouragement of “skincare smoothies” makes them particularly appealing to a younger clientele. Some children are even making these skincare concoctions inside of Sephora stores.
“There have been quite a few testers that have been played with a little too hard. We’ve run through plenty of moisturizers from Drunk Elephant because kids love making their smoothies,” says Aidan Hawgood, a Beauty Advisor at Sephora.
Some children make these skincare smoothies for social media content, posting their videos to TikTok and Instagram for the potential of online fame. The base products for most of these smoothies is Protini™ Polypeptide Cream. The standard size of the cream costs ninety-two Canadian dollars. Many children are unaware of the price of the products they are wanting.
According to Hawgood, children come in with gift-cards they received over the holidays and expect to purchase an entirely new skincare routine. At the checkout, they realize the products are much more expensive than they thought.
“I always try to make it a teaching moment and redirect them to affordable products that are more appropriate for their age group,” says Hawgood.
Many of the ingredients in these products are not healthy for young children’s skin. Active ingredients like peptides and retinoids that target a specific skin-care concern are beyond what children from ages nine to thirteen need to be using. These ingredients could damage the skin barrier and strip skin of its natural oils.
“In general, patients from ages nine to thirteen without any dermatological diseases should be using a gentle, hydrating cleanser, followed by a moisturizer and sunscreen. No other active ingredients are necessary,” says Dr. Malika Ladha, a double-board certified dermatologist.
In Dr. Ladha’s eyes, young girls taking an interest in skincare may not be a bad thing.
“Curiosity towards skincare and skin ingredients, even at a young age, is an opportunity for us to educate younger patients. We can encourage them to build good skincare habits, such as cleansing and moisturizing daily, while also protecting their skin from ultraviolet exposure and other environmental stressors,” says Dr. Ladha
Education, not criticism, may be the way to go when it comes to Sephora ten-year-olds.
Parents and their children should take the time to educate themselves on which products are right for their kids. Using the appropriate products will not only lead to the intended results, but prevent any harm that may be caused by certain products.