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What are 10-year-olds doing in Sephora? A Must Read


If you’ve been on TikTok lately, you might have noticed a new phenomenon: 10-year-olds (and younger kids) flocking to Sephora, the popular beauty retailer, and buying expensive skincare products, makeup, and even perfume. Some of them are avid fans of beauty influencers and follow their recommendations religiously. Others are just curious and want to experiment with different looks and products. And some are simply bored and looking for something fun to do.

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But what are the implications of this trend? Is it harmless or harmful? Why are kids so obsessed with beauty products at such a young age? And how do adults feel about sharing their favorite store with kids who may not know how to use the products properly or respect the store etiquette?

In this blog post, we will explore these questions and more, and try to understand the phenomenon of 10-year-olds at Sephora.

The rise of 10-year-olds at Sephora

The trend of 10-year-olds at Sephora seems to have started around Christmas 2023, when many kids received gift cards or money from their relatives and decided to spend them on beauty products. According to NPR, skincare products were among the top items on many kids’ wish lists. Some of the most popular brands among kids are Drunk Elephant, Glow Recipe, Fenty Beauty, and Too Faced, which are known for their high-quality, colorful, and sometimes whimsical products.

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But why are kids drawn to these brands in the first place? One possible reason is the influence of social media, especially TikTok, where many beauty influencers and creators post videos of their skincare routines, product reviews, makeup tutorials, and hauls. Some of these creators are kids themselves, who have amassed millions of followers and views by showing off their impressive collections and skills. For example, @skincarebyhyram, a 19-year-old skincare enthusiast, has over 6 million followers and often features products from Drunk Elephant and Glow Recipe in his videos. @makeupbyolivia, a 10-year-old makeup artist, has over 2 million followers and regularly posts videos of her using products from Fenty Beauty and Too Faced.

These videos can inspire kids to emulate their idols and try out the products they recommend. They can also make kids feel more confident and creative, as they learn new tips and tricks and express themselves through makeup. Some kids may also see beauty products as a way to fit in with their peers, who may also be into the same brands and trends.

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Another possible reason is the appeal of the products themselves, which are often designed to catch the eye and spark joy. Many of the products from Drunk Elephant, Glow Recipe, Fenty Beauty, and Too Faced have bright colors, cute packaging, fruity scents, and fun names, such as Watermelon Glow Sleeping Mask, Fenty Skin Hydra Vizor Invisible Moisturizer, Better Than Sex Mascara, and Chocolate Bar Eyeshadow Palette. These products can make kids feel like they are playing with toys or candy, rather than using serious skincare or makeup products.

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Moreover, some of the products claim to have benefits that may appeal to kids, such as improving their skin, enhancing their features, or making them smell good. For example, Drunk Elephant’s website states that its products are “clean-compatible” and “formulated to support the skin’s acid mantle, barrier function, microbiome, and overall health.” Glow Recipe’s website says that its products are “natural, fruit-powered skincare designed to bring out your inner glow.” Fenty Beauty’s website boasts that its products are “for all skin tones, all skin types, and all occasions.” And Too Faced’s website promises that its products are “cruelty free, paraben free, and 100% fabulous.”

These claims may make kids think that the products are safe, effective, and suitable for them, even though they may not need them or know how to use them properly.

The pros and cons of 10-year-olds at Sephora

So, is it a good thing or a bad thing that 10-year-olds are shopping at Sephora? Well, it depends on who you ask. There are some potential pros and cons of this trend, both for the kids and the adults involved.

The pros

  • For the kids, shopping at Sephora can be a fun and educational experience. They can explore their interests, learn new skills, discover new products, and express their creativity and individuality. They can also bond with their friends, family, or online community over their shared passion for beauty. Shopping at Sephora can also boost their self-esteem and confidence, as they feel more beautiful and comfortable in their own skin.
  • For the adults, shopping with kids at Sephora can be a bonding and rewarding experience. They can share their knowledge, tips, and opinions with the kids, and help them choose the right products for their needs and preferences. They can also enjoy the products themselves, and have fun trying out different looks and styles with the kids. Shopping with kids at Sephora can also be a way to teach them about responsible spending, hygiene, and etiquette, and instill in them positive values and habits.
  • For Sephora, having kids as customers can be a lucrative and strategic move. They can increase their sales, expand their market, and build customer loyalty and retention. They can also leverage the power of social media, word-of-mouth, and influencer marketing, as kids share their experiences and recommendations with their followers and friends. Sephora can also position itself as a kid-friendly and inclusive brand, and cater to the needs and wants of the younger generation.

The cons

  • For the kids, shopping at Sephora can also have some negative consequences. They may spend too much money on products they don’t need or can’t afford, and end up wasting or hoarding them. They may also damage or misuse the products, and cause harm to their skin, eyes, or health. They may also develop unrealistic expectations or insecurities about their appearance, and feel pressured to look a certain way or follow certain trends. Shopping at Sephora can also expose them to inappropriate or harmful content, such as cyberbullying, sexualization, or misinformation, on social media or in the store.
  • For the adults, shopping with kids at Sephora can also be a stressful and frustrating experience. They may have to deal with kids who are rude, noisy, messy, or disrespectful, and who don’t listen to their advice or follow the rules. They may also have to deal with other customers or staff who are annoyed, judgmental, or hostile, and who don’t appreciate the presence of kids in the store. Shopping with kids at Sephora can also be a challenge to balance their own needs and preferences with those of the kids, and to find products that are suitable and safe for both of them.
  • For Sephora, having kids as customers can also pose some risks and challenges. They may have to deal with complaints, returns, damages, or losses, caused by kids who are careless, reckless, or dishonest. They may also have to deal with backlash, criticism, or boycotts, from customers, parents, or activists, who are concerned about the ethical, social, or environmental implications of selling beauty products to kids. Sephora may also have to face legal, regulatory, or competitive issues, as they navigate the complex and dynamic landscape of the beauty industry.
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Here are some frequently asked questions about 10-year-olds at Sephora, and their answers.

  • Q: Is there a minimum age to shop at Sephora?
  • A: There is no official minimum age to shop at Sephora, but some stores may have their own policies or guidelines regarding kids. For example, some stores may require kids to be accompanied by an adult, or to have their parent’s permission or consent, to shop or use the products. Some stores may also limit the number of kids or the amount of time they can spend in the store, or restrict their access to certain areas or products. It is best to check with the store staff before shopping with kids, and to respect their rules and requests.
  • Q: What are some of the best products for kids at Sephora?
  • A: The best products for kids at Sephora are those that are gentle, natural, and suitable for their skin type and age. Some examples are:
  • Q: How can I teach my kid about skincare and makeup?
  • A: You can teach your kid about skincare and makeup by:
    • Setting a good example: Show your kid how you take care of your skin and apply your makeup, and explain why you do it and what benefits it has. Let your kid watch you or join you in your routine, and answer their questions or concerns.
    • Giving them guidance: Help your kid choose the right products for their needs and preferences, and teach them how to use them properly and safely. Give them feedback, praise, and encouragement, and correct their mistakes or misconceptions. Be patient, supportive, and respectful of their choices and opinions. – Making it fun: Make skincare and makeup a fun and enjoyable activity for your kid, rather than a chore or a necessity. Let them experiment with different products, colors, and styles, and compliment their results. Play games, watch videos, or read books about skincare and makeup, and learn together. Reward them for their efforts and achievements, and celebrate their milestones.
  • Q: How can I protect my kid from the dangers of skincare and makeup?
  • A: You can protect your kid from the dangers of skincare and makeup by:
    • Setting boundaries: Set some rules and limits for your kid regarding skincare and makeup, such as how much they can spend, what products they can use, when and where they can use them, and who they can share them with. Explain the reasons behind your rules and the consequences of breaking them. Monitor their behavior and purchases, and enforce your rules consistently and fairly.
    • Educating them: Educate your kid about the potential risks and harms of skincare and makeup, such as skin irritation, infection, allergy, toxicity, or injury. Teach them how to read labels, check ingredients, avoid allergens, and spot fakes or expired products. Teach them how to store, clean, and dispose of their products properly and hygienically. Teach them how to recognize and report signs of trouble, such as redness, itching, swelling, pain, or bleeding.
    • Empowering them: Empower your kid to make informed and responsible decisions about skincare and makeup, and to stand up for themselves and others. Help them develop critical thinking, media literacy, and self-esteem skills, and to question and challenge the messages and pressures they may face from social media, peers, or advertisers. Help them appreciate and respect their natural beauty and diversity, and to value themselves and others for more than their appearance.
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10-year-olds at Sephora is a trend that has many pros and cons, and that raises many questions and concerns. It is important to understand the reasons and motivations behind this trend, and to balance the benefits and risks of it. It is also important to support and guide the kids who are interested in skincare and makeup, and to help them have a positive and healthy relationship with beauty products. Sephora can be a wonderful place for kids to explore, learn, and have fun, as long as they do it safely, responsibly, and respectfully.

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