Drunk Elephant, Sol de Janeiro, and Glow Recipe might sound familiar to some as popular cosmetic brands – but for young children, these brands are the new toys. Nicknamed “Sephora Kids,” children are flooding cosmetic retailers with the desire to buy expensive and unnecessary makeup, skincare, and fragrances. These products include more innocent cosmetics like lip balms and perfumes, but also skincare products containing ingredients such as retinol and vitamin c. Dermatologists across the country are speaking out about the dangers of using these products at such a young age. CBC explains how children’s skin is thin and sensitive, and how using cosmetics with harsh chemicals can produce problems, instead of solutions. Dr. Brooke Jeffy, a dermatologist located in Scottsdale, Arizona, tells USA Today that these ingredients could cause irritation and make children develop contact allergies. Also, kids could be more prone to rashes and breakouts. Jeffy treated an eleven-year-old patient of her own who developed a rash around her eyes due to the use of retinol in a popular skincare product.
Although many are discouraged by the severity of problems that could be caused by the new trend, others believe that it’s just self-expression and the kids wanting to act older, like the influencers they see on social media apps like TikTok. These cosmetics are being promoted to the kids through celebrities, like North West. Kim Kardashian’s eldest daughter, at the age of nine, has been posting “get ready with me” and morning routine videos on TikTok, using products like face masks and toners, and getting a lot of fans from it. Even the founder of Drunk Elephant (the most popular brand desired by “Sephora Kids”), Tiffany Masterson, addressed the new craze, saying that the products are for all skin “including kids and tweens,” but that products with acids and retinoids could be harmful.
Despite the fact that these cosmetics could be damaging, young children have grown platforms on social media promoting these products and showing how they use them. These Gen Alpha influencers are what started the fascination with “Sephora Kids,” and led to controversy and turmoil on TikTok. While many were concerned with the effects of these products on youthful skin, others took to social media to share their stories about interactions they’ve had with children at cosmetic retailers.
Sephora workers and customers alike described their experiences on TikTok, and quickly the word spread about the shocking behavior exhibited by these children. Employees shared photos of the sample cosmetics ruined and dirty, especially the Drunk Elephant products. Stores have now locked up the Drunk Elephant samples in an attempt to stop the misuse and spread of germs from the products. Others posted videos explaining the rude demeanor of many of the “Sephora Kids.” One worker said she experienced a young girl who tried to convince her mom to buy her $900 worth of makeup, and her mom had to fight with her daughter to get the total down to $500. Another viral video was posted showing a group of white girls who rubbed a dark foundation shade all over their faces at the Sephora location in the Prudential Center in Boston. Sephora claimed that the girls were asked to leave the premises, but New York Times reports that a witness to the event saw the workers let them check out before leaving. This witness also describes how the girls were laughing and making “animal sounds” while wearing blackface in the store. These girls were with an adult chaperone who did not make any attempt to stop them from this troubling act.
Now, workers and customers are protesting the admission of young people into Sephora retail stores, and are advocating for an age restriction. High school teacher Mrs. Foley-Procko described her experience with her ten-year-old daughter who wanted products like these. She explained that at her daughter’s school, children will talk about their skincare routines and pressure others to buy these cosmetics. Foley-Procko expressed that the products were too expensive and unsafe for young skin. After recounting her incident with her daughter at Sephora, she mentioned that now the store is an “upsetting” place for her family.
Many people agree with this view and have experienced similar things, which explains the want for an age restriction. On the other hand, some think that beauty stores should be available to all so that people, young and old, can have the opportunity to express themselves and celebrate their uniqueness. These differing opinions are the reason for the constant debate online. Through unsafe products, erratic behavior, and social media’s rapid sharing of information, the argument against “Sephora Kids” has spread rapidly and led many to ask if restrictions are the solution. Do you think children should be allowed to shop in cosmetic stores?
