Remember when you were 10? Your wardrobe might have been filled with plaid shirts and Converse, inspired by Disney Channel stars. Your phone, if you had one, was mainly for calling your mom. And the most you put on your face was maybe some glittery eyeshadow. Today’s children, particularly young girls, are different. They are often called ‘Sephora Kids,’ or as Allure magazine dubbed them, ‘Generation Beauty.’ Starting as young as six, these children are frequent visitors to Sephora, spending their parents’ money on products designed for adults, often aimed at fighting signs of aging.
You’ve likely seen them in the aisles, baskets overflowing with expensive products like Drunk Elephant bronzing drops and Sol De Janeiro Brazilian Bum Bum cream. But they’re just as visible online. Data from Statista shows the baby and child skincare market is expected to grow at a rate of 7.71% annually, reaching a global market value of $380 million (£299 million) by 2028. At the same time, a 2022 report from Common Sense Media revealed that teen and tween social media use increased by 17% from 2019 to 2021. This growth is particularly prominent among children aged eight to twelve, despite many platforms like TikTok requiring users to be 13 years old. It’s here, on platforms like TikTok, that they are bombarded with ads for the products they now desperately crave.
The popular ‘get ready with me’ (GRWM) format, pioneered by teenage social media influencers in the 2010s, has played a significant role in this trend. These influencers film their skincare and makeup routines, giving their followers a glimpse into their daily lives. The format migrated to TikTok after its launch in 2016 and has had a strong influence on younger children. Now, thousands of young girls film themselves applying expensive serums and creams to their pristine skin before school.
David Connor, CEO of viral skincare brand Kanzen Skincare, explains to Metro.co.uk, “The increasing exposure of young children to social media, especially platforms like TikTok, has greatly contributed to their interest in skincare. GRWM videos are highly popular and often feature adult skincare products. Children are impressionable, and when they see influencers they admire using these products, it can create a desire to imitate that behavior, even when it’s not suitable for their age.”
Dr. Leah Totton, GP and founder of Dr. Leah Skin Clinics, agrees. “The rise in children using adult skincare is down to social media platforms, such as TikTok, an app which I believe children should not have access to anyway,” she tells Metro.co.uk. “With the younger children, a big part of their interest in skincare is the packaging of the products being used in the ‘get ready with me’ videos, which are often bright and colourful.”
This fascination with adult skincare is evident in the shopping lists of young girls. When 38-year-old mumfluencer, Nisha Noelle, took her daughters Britain and Baylaa to Sephora for Christmas shopping, their wish list included high-end products like Sol de Janeiro Bum Bum Body Obsession gift box (£99), Drunk Elephant Protini Polypeptide Cream (£62), and Laneige lip mask (£19) – a total of nearly £300 worth of skincare for an 11-year-old and a nine-year-old.
The trend isn’t limited to just the products themselves. Penelope Disick, the 11-year-old daughter of Kourtney Kardashian, regularly posts skincare-focused TikToks. Evelyn Unruh, 13, who gained internet fame for her fashion and beauty opinions, began posting about her favorite mascara at age 10. These young girls are shaping the beauty landscape, demonstrating that the tastemakers aren’t always adults.
David Connor explains the appeal of adult skincare products on TikTok, “The platform thrives on viral content, which often includes beauty challenges and tutorials that have to be entertaining. While TikTok allows for creativity and self-expression, it can also lead to premature behavior in young children, who may not fully understand their skin’s needs or wants. Skincare routines intended for adults are often not suitable for children’s delicate and developing skin.”
Parents, who often share their lives online, frequently include their children in ‘get ready with me’ content, which David believes reinforces the idea that young children need adult skincare. “When parents involve their children in skincare routines, it normalizes the idea that they need these products, when in fact their skin is often self-sufficient at such a young age,” he says. “It’s important that children develop a healthy and age-appropriate relationship with skincare, and parents should be mindful of the example they set.”
The beauty industry is starting to take notice of this trend and its potential consequences. Skincare brand Kiehl’s launched a campaign titled ‘Kids should stay kids,’ aiming to encourage children to avoid using adult skincare products. Dr. Leah comments, “It places emphasis on the innocence of childhood whilst sending an important message to both parents and retailers. For children, only medical products for conditions such as childhood eczema, recommended by a GP or dermatologist should be used. I think it’s important that teenagers take an interest in skin health, but the education needs to be there – and following multiple-step skincare routines with harsh ingredients is not the way to go about it.”
The concern surrounding this trend stems from the ingredients in adult skincare products. David explains, “Adult skincare products often contain active ingredients, such as retinoids, AHAs, or BHAs, that are designed to address concerns like ageing, pigmentation, or acne. These ingredients are generally too harsh for young, sensitive skin and can cause irritation, allergic reactions, or long-term damage.”
This sentiment is echoed in the comments section of children’s GRWM videos. One commenter wrote, “You’re freaking nine years old. Didn’t have a skincare routine until I was 13.” Another added, “Please be careful with acids babe! You don’t need it, you’re only little.”
Beyond the potential for skin damage, there are social implications to consider. This focus on achieving a certain look from a young age coincides with recent reports that 66% of under-18s feel negative or very negative about their body image most of the time. Some teenagers are even going into debt to fund their quest for beauty.
Family support specialist, Cai Graham, previously told Metro.co.uk that this overconsumption leads tweens and teens to grow up faster, driven by a need to keep up with what they see online. Cai explained, “With social media, TikTok and YouTube, as well as the need to ‘fit in’ or impress their peers and friends, kids are growing up faster and they’re growing out of toys quicker. We’re living in a digital age where everyone can see what you’re doing, what you’re wearing, what presents you receive, and the micro-monitoring on our lives, although it seems harmless, can have an impact on children – and adults.”
Cai believes parents need to teach their children the value of money and that spending hundreds on skincare isn’t a realistic expectation for everyone. “Teach your children that all gifts are through love, care, and appreciation of them, no matter the size and cost.”
While today’s adults were able to enjoy childhood without the constant pressure of social media, the Sephora Kids are navigating a different world. With their social media usage showing no signs of slowing down, it seems this trend is here to stay, whether we like it or not. The question is, how can we ensure that this generation grows up with a healthy and balanced relationship with beauty and self-care?
