Store Employees Express Discomfort Over Entitlement of Sephora Youth - "They Seem Unfamiliar with Natural Skin Appearance"
In the world of beauty and skincare, a new trend has emerged, one that involves middle schoolers, predominantly girls, who are obsessed with skin care and anti-aging - the 'Sephora Kids.' This trend, established particularly after the success of brands like Drunk Elephant, has been promoted on social media platforms like TikTok.
A study conducted at Northwestern University in 2025 revealed a concerning fact about these TikTok skincare routines and makeup tutorials. Each routine or tutorial posted by a teen or tween contained an average of 11 potentially harmful ingredients. These products, designed for adults, can do real damage to a child's skin.
Unfortunately, some parents are allowing their children to use credit cards for Sephora purchases, disregarding warnings about potential skin damage. Retail workers have reported being disturbed by the 'Sephora kids' they constantly see at work, with numerous incidences of tweens damaging their skin with products meant for adults.
The concern doesn't stop at physical harm. Some parents are more focused on avoiding conflict with their children than protecting their well-being, potentially leading to long-term damage to their self-esteem and skin. Moms have been reported to ask salespeople about inappropriate skincare products for their young daughters, such as retinol and contouring techniques.
The issue is further complicated by the fact that parents of 'Sephora Kids' are often present during purchases but may not provide adequate guidance or oversight. Unsupervised children have been observed wielding their parents' credit cards as if they were their own. Workers have reported instances of parents shoplifting for their children due to peer pressure.
Interestingly, most parents of the 'Sephora Kids' described are likely from a generation that watches traditional news like 'Tagesschau' and reads magazines, in contrast to their children's immersion in digital trends and expensive beauty routines. This suggests that the parents are probably more traditional and less engaged with the digital and beauty influencer culture that their children adopt.
Despite these concerns, Sephora posted its most profitable year ever in 2024, with a third of 'prestige' beauty sales in the first half of the year driven by transactions from households with at least one tween or teenager present.
A Sephora employee expressed concern about a mother's request to teach her tween daughter how to contour her nose, stating it borders on abuse and could give the child a lifelong complex. The employee's concern underscores the need for education and awareness about the potential dangers of this trend.
As the 'Sephora Kids' trend continues to grow, it's crucial for parents, retail workers, and beauty brands to take a proactive approach in ensuring the safety and well-being of the younger generation. This includes providing age-appropriate products, educating parents about the potential risks, and fostering a culture of responsible beauty consumption.
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