During the lockdown, everyone became a skincare expert overnight. Influencers, whether they had millions of followers or just a few hundred, promoted elaborate 10-step skincare routines, from serums to moisturisers. Fast-forward a few years, and now the trend has taken an unexpected turn. Enter the “Sephora Kids” era. This association of kids and skincare products raises many concerns that we try to decode in this report.
Last year, beauty retailers saw a new wave of customers. Young girls, some as young as ten, are now splurging on viral skincare products. And we are not talking about essential sunscreen and moisturiser. These kids are reaching for high-end anti-ageing serums and retinol like they have got fine lines to erase before middle school.
Social media caught on, and the term Sephora Kids started trending. It is the latest beauty craze, but it raises a few questions. At what point does a 10-year-old need an anti-wrinkle cream? More importantly, why do we let skincare marketing convince kids that ageing is something to fear before they even hit puberty?
Skincare or social pressure? How kids became beauty’s new consumers
Companies have noticed. The market for tween beauty brands is exploding. Shares in e.l.f. Beauty, a brand beloved by teens for its affordable $8 toners and $13 face creams, has nearly doubled in the past year.
According to Statista, the baby and child skincare market is set to climb at an annual rate of 7.71%, hitting a global market volume of $380 million (£299m) by 2028. By then, an estimated 160.7 million users will be part of this expanding customer base.
While brands cash in, kids experiment with products that are not made for their skin. Many kids are not buying these products because they need them. They are buying them because their friends are, because social media tells them to and because the beauty industry sees them as the next big consumer base.
Kids and Skincare: Tweens are the new target for the beauty industry
Social media has, of course, fueled this obsession. With every influencer flaunting a 10-step skincare routine, even kids feel the pressure to start young. However, it does not stop at skincare. With a heavy foundation, viral blushes, and endless eyeshadow palettes, the list keeps growing.
Good skincare habits are great, and sunscreen has no age limit. But when children start treating Sephora like a candy store, it is time to rethink what kind of beauty standards we are pushing.
Companies know that children will always want what looks fun and trendy. For them, profit comes first, and if that means convincing a 10-year-old she needs a 1000 rupees serum, so be it. But should making money come at the cost of pushing products on kids who should be more focused on, say, actual childhood?
Thankfully, some brands have made responsible statements, acknowledging that their products are not meant for children.
Kiehl’s, L’Oréal, and other brands say, “Let Kids Be Kids.”
Kiehl’s recently stepped up to remind everyone what a child’s routine should actually look like. In a campaign featuring four visuals, the brand highlights the importance of childhood’s simple joys. Playing outside, making messy art, and being a kid, not a skincare enthusiast. This initiative calls not only on parents but on society as a whole to step up, ensuring that children remain healthy and don’t grow up too fast because of the pressure of adult beauty standards.
But Kiehl’s is not the only one taking a stand. L’Oréal, the beauty giant that owns the brand, pledged not to market products to children under 16 unless they address a genuine need, like eczema or acne. L’Oréal also announced that it won’t partner with influencers who are too young to sign contracts. It was an actual, much-needed step in stopping the cycle of beauty-driven anxiety in kids.
Meanwhile, Estée Lauder’s The Ordinary took a more direct approach. In February 2024, the brand bluntly told teens, “You don’t need 10 steps,” warning against ingredients like retinoids and alpha hydroxy acids.
Sephora: Recognising the issue
Sephora, one of the top spots where kids still buy these products, is also starting to recognise the issue. At two Manhattan stores, employees revealed that their training now includes advising teens and tweens against using anti-ageing products.
A few brands have taken a stand, acknowledging that anti-ageing serums and full-glam makeup are not precisely childhood essentials. But for every responsible statement, there is another company ready to cash in on young customers.
Kids and skincare: Time to bring a change in content
Many beauty companies continue to create marketing that appeals to young audiences, whether through viral TikTok trends, playful packaging, or influencer partnerships. While some brands claim they do not target kids, their products still show up in the hands of 10-year-olds influenced by social media and beauty culture.
The solution is not banning kids from skincare altogether. It is about shifting the conversation. Let us teach them about healthy skin, not flawless skin. Encourage sunscreen, not serums. Most importantly, we should start regulating content that turns self-care into self-doubt.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
