The TikTok Phenomenon

If you've been anywhere near TikTok recently, you've probably come across "Sephora kids," a phenomenon where tweens and children as young as 7 are swarming the store on the hunt for whatever trending serum, moisturizer, or highlighter they can get their hands on. As skin care takes center stage for Generation Alpha (that is, those born between the years 2010 and 2025), the retail giant is now the location of choice for play dates and scavenger hunts, with their often unruly clientele leaving behind a mess of swatches and product displays for employees to tend to.

The Rise of Kid Influencers

Taking matters a step further, "kid influencers" are also on the rise, with children taking to TikTok to show off their new purchases, divulge their skin-care routines, and partake in story-time "Get Ready With Me" videos that involve pricey multistep routines. This outwardly in-your-face fixation with beauty products is in stark contrast to millennial mothers like Jackie Hosey, who recalls having to sneak mascara and lip gloss to school in the third grade.

Why the Fascination?

According to experts, this attraction to the beauty space stems from a combination of factors. Many parents point to TikTok, where children see these products and want to keep up with the trend. Peer dynamics and social context also play a role, as tweens care deeply about what their friends think and often show off their purchases to each other. Glossy Instagram ads and eye-catching packaging further fuel the desire for these products.

Parental Guidance

When navigating this dilemma, open dialogue is key. Parents should approach the topic with curiosity, asking their tweens why they want to use certain products and how it makes them feel. It's important to validate their feelings before setting reasonable limits that make sense for the family. Parents also have a role in selecting appropriate content for their children to consume and modeling behaviors that support their child's self-esteem and body image.

The Importance of Education

Parents should educate themselves on ingredients and product usage to ensure the safety of their children. Many beauty products have never been tested on children or prepubescent skin, so consulting with a dermatologist is recommended. Some brands are already addressing this issue by offering safer beauty products specifically designed for tweens and teens.

Setting Boundaries

Parents should remember that most children are attracted to beauty products for their name, popularity, packaging, or smell, and may not fully understand their function. This makes it easier for parents to set boundaries and educate their children on making informed decisions. While setting and enforcing boundaries may be uncomfortable, it is an opportunity for parents to guide their children's decision-making process.