'Sephora Kids' are on the rise as tweens get serious about skin care

A growing number of children between 10 and 14 years old show a great interest in beauty products and their skin care routines are sometimes comparable to those of adults. In the United States, these young women's obsession with skin care is such that they are nicknamed “Sephora Kids.” This trend has alarmed dermatologists in the country, who warn about children using products intended for more mature skin.

On TikTok, it is not uncommon to find videos showing young girls running towards the shelves of Sephora. In recent weeks, employees and customers alike have reported an influx of sometimes unruly preteen girls capable of creating chaos in the hallways. On the social network, the phenomenon is reflected in the appearance of hashtags such as #sephorakids or #kidsatsephora, and the rise of brands considered fashionable among these young customers, such as Drunk Elephant.

This trend may be driven by girls who are already exerting some influence on social media among the Alpha generation (girls born after 2010), such as North West, the daughter of Kim Kardashian and Kanye West. In one of her videos, posted in 2022, North West, who was not even 10 years old at the time, showed off her morning beauty routine, which included a sheet mask, lip mask, and toner. Her cousin Penelope, daughter of Kourtney Kardashian, also shares these types of videos. One of them went viral last November when American dermatologist Dr. Brooke Jeffy reposted it along with strong reservations about tweens' use of beauty products designed for adults.

Ingredients that are usually too hard

In the post accompanying her video, the dermatologist explains: “Teen skin deserves gentle care, not an extensive and expensive skin care routine! As a mother and dermatologist, I'm here to reveal the truth: products Harsh chemicals are not for those in -between years. Drunk Elephant products may be fine. [for] adult skin, but for children – definitely not! “This skincare line is packed with powerful ingredients intended for adults, not young skin.”

The expert, who has almost 34,000 followers on TikTok, periodically publishes videos warning of the dangers of using anti-aging products on young skin. Interviewed by USA Today, Dr. Brooke Jeffy, like many dermatologists, has observed that more and more children are adopting “multi-step skin care routines, often filled with products they don't need or that damage their skin.” . “, reports the American media. Some young patients may come to her with serious skin rashes around the eyes, due to the use of retinol, a currently very popular ingredient to help reduce the signs of aging.

“When the skin barrier is damaged by constant irritation like this, it dries out,” Dr. Jeffy told USA Today. “You're more prone to infections, more prone to rashes, and more prone to breakouts.” Irritation also makes the skin barrier less effective at protecting the skin from environmental damage, such as ultraviolet rays or pollution.

According to Dr. Anthony Rossi, a New York dermatologist, “the only skin care a child needs is a gentle cleanser, a light moisturizer, and sunscreen,” explains USA Today. He points out that if a child suffers from specific skin conditions that require additional products, consultation with a qualified dermatologist is necessary.