The Rise of “Sephora Kids”: How Tweens Are Changing Beauty

There is a new group of beauty lovers in the world.
They are not teens.
They are not adults.
They are kids.

Image from VICE

Children as young as eight to twelve years old are walking into stores like Sephora and Ulta. They are watching skincare videos on TikTok. They are buying serums, toners, and face masks. Some even buy luxury skincare brands meant for adults.

This new trend is called “Sephora Kids.”
It is growing fast, and it is changing beauty shopping, beauty culture, and the beauty industry.

This blog will explain why kids love skincare, how social media affects them, why parents and doctors are worried, and how beauty companies are responding. Everything will be simple and easy to understand.

Image from LA Times

Why Kids Love Skincare

Kids today think skincare is fun. They see it as a cool hobby, like painting, gaming, or sports. Many tweens say skincare helps them feel older, cleaner, and more confident. Skincare is not seen as basic hygiene anymore.
It has become identity. It has become self-expression. It has become part of who they are.

Kids say:“I am a skincare girl.” “I like doing my night routine.” “I love feeling fancy.”

Skincare makes them feel special and grown up.

TikTok is the biggest teacher

Kids watch videos like:

• “Get Ready With Me”

• Skincare hauls

• Shelf tours

• Morning routines

• Night routines

They see young influencers with glowing skin. They see viral routines with many steps.
They see bright packaging from brands like Drunk Elephant and Glow Recipe. Kids watch these videos and want the same products. TikTok makes skincare feel fun, pretty, and trendy. Kids copy what they see because they want to fit in and feel cool.

Skincare becomes social currency

Social currency means something that makes someone feel popular or accepted. For kids, skincare makes them feel important. They show their routines to friends. They talk about products at school. They trade samples. Skincare is now part of kid culture.

Beauty Stores Are Now Tween Hangouts

Stores like Sephora and Ulta are becoming places where kids go after school or on weekends.

• They have bright packaging

• They have nice smells

• They let you test products

• They give out samples

Kids use birthday money, allowance, or gift cards to buy skincare kits. Holiday sets are very popular with tweens. These sets often include mini sizes, fun colors, and cute packaging that attract younger shoppers. A simple store visit becomes an exciting event. Kids feel like adults when they shop with baskets in their hands.

Kids Are Buying Adult Products

One of the biggest problems is that many kids are using products made for grown adults.

Image from Cassandra Bankson on YouTube

Examples include:

• Retinoids

• AHAs

• Vitamin C

• Harsh exfoliating serums

• Strong acids

• Anti-aging products

Kids do not need these. These ingredients are for older skin, not tween skin.

Still, kids buy luxury brands and strong serums because they see them online.

Some kids say: “My skin barrier is damaged.” “I need to fix my pores.” But most kids have normal skin. They do not have wrinkles or aging concerns. They are trying to solve problems they do not actually have.

What Dermatologists Say

Doctors say adult skincare is too strong for tween skin. Kids have young, sensitive skin that does not need harsh chemicals.

Dermatologists warn that:

• Too many steps can damage the skin barrier

• Strong acids can cause redness and burning

• Kids need gentle, simple routines

• Skin problems at that age are mostly hormonal

They remind parents that kids should not use anti-aging products. They say kids only need basic care like water, gentle cleansers, light moisturizer, and sunscreen

Image from Ayur Clinic

How Beauty Brands Are Responding

Beauty companies are watching this trend closely.

They are now:

• Making child-safe skincare lines

• Creating gentle products for young skin

• Writing store signs to guide kids and parents

• Training staff to advise families

• Making “Derm approved for kids” labels

• Selling simple, safe routines

Image from LAV kids

Brands like Lav-Kids and Glow Hub focus on kid-friendly formulas. Retailers are also making rules that keep kids away from strong actives. The industry is changing because kids have become a major customer group.

The Ethical Questions

The rise of “Sephora Kids” makes people ask hard questions:

• Should kids worry about their skin this much?

• Should companies sell adult products to children?

• Is social media teaching kids to focus too much on appearance?

• Are kids losing childhood fun because they feel pressure to look good?

• How do we protect young minds from beauty standards?

Adults, teachers, parents, and doctors are starting to talk about these issues. This trend is not only about skincare. It is about childhood, self-image, and growing up too fast.

Image from Whimsy

The Tween Beauty World Is Growing Fast

The “Sephora Kids” trend shows how much the world is changing. Kids are growing up in a time where beauty is everywhere. It is on TikTok, in stores, on shelves, and in conversations at school. Skincare gives kids fun, comfort, and a way to express themselves. It also comes with risks, pressure, and confusion.

The beauty industry must find a balance. Parents must guide their children. Stores must keep kids safe. Doctors must keep warning families. Kids should enjoy skincare, but they should also enjoy childhood. They deserve both safety and joy. They deserve confidence that comes from inside, not from a bottle.

References

American Academy of Dermatology. (2024). Dermatologists warn against adult skincare ingredients for children.
https://www.aad.org/news/child-skincare-warning

Cosgrove, E. (2023, November 14). How TikTok made tweens obsessed with skincare. Business of Fashion.
https://www.businessoffashion.com/articles/beauty/tiktok-sephora-kids-beauty-skincare-trend

Mintel Group. (2023). U.S. facial skincare market report: Trends & consumer behavior.
https://www.mintel.com/press-centre/beauty-and-personal-care/tiktok-boosts-skincare-trends

Niinimäki, K. (2020). Sustainability in cosmetic packaging. Textile Research Journal, 90(1–2), 212–225.
https://doi.org/10.1177/0040517519879775

Shah, A. (2024). Pediatric skincare and social media exposure. Journal of Pediatric Dermatology, 41(2), 145–150.
https://doi.org/10.1111/pde.15390

Statista. (2024). Skincare market revenue in the United States from 2018 to 2028.
https://www.statista.com/statistics/1267406/us-skincare-market-revenue/

Zhang, Y., & Lee, C. (2023). Science-backed skincare trends and derm-influencers. International Journal of Cosmetic Science, 45(3), 377–389.
https://doi.org/10.1111/ics.12806

Image Citations

Drunk Elephant Kids TikTok Collage

VICE. (2024). Kids using Drunk Elephant beauty products on TikTok [Photograph]. https://www.vice.com/en/article/kids-using-drunk-elephant-beauty-products-tiktok/

Girl Shopping for Makeup at Sephora

Los Angeles Times. (2024). Gen Alpha and Gen Z skin care shopping behaviors [Photograph]. https://www.latimes.com/business/story/2024-10-10/gen-alpha-gen-z-skin-care

GRWM Child Using Skincare in Bathroom

TikTok. (2023). Sephora storytime GRWM with Britain [Video still]. https://www.tiktok.com/@nishanoelleandfam/video/7324805251339636014

“Sephora Kid Haul” Mother and Daughter

TikTok. (2023). 10-year-old Sephora haul [Video still]. https://www.tiktok.com/@bahamasyogini/video/7321047743688985899

Girl Walking Into Sephora

TikTok. (2023). Come to Sephora with my 9-year-old [Video still]. https://www.tiktok.com/@extensionbarla/video/7323714533502192942

Little Girl Doing Makeup With Beauty Blender

TikTok. (2023). Sephora kid getting ready for school with Harper [Video still].
https://www.tiktok.com/discover/sephora-kid-getting-ready-for-school-with-harper

Toddler GRWM With Pink Headband

TikTok. (2023). GRWM toddler skincare video [Video still]. https://www.tiktok.com/@jaymemassey/video/7249544191263673646

“Skincare for Kids” YouTube Thumbnail

YouTube. (2023). Skincare for kids: what is safe? [Thumbnail image]. https://www.youtube.com/watch?v=ZKEQddOXpl4

Healthy vs Damaged Skin Barrier Graphic

AyurClinic. (n.d.). Healthy vs damaged skin barrier diagram [Illustration]. https://www.ayurclinic.com.au/how-to-repair-skin-barrier

LAV Kids Skincare Line

LAV Kids. (n.d.). LAV Kids skincare product lineup [Photograph]. https://lav-kids.com/?srsltid=AfmBOooF5SyTMLzsLNZk3oLWtemnSgRZvvBv-_OC2ZwQiknjzwMEtXfm

Whimsy Kids Skincare Banner

Whimsy India. (n.d.). Whimsy kids skincare products [Photograph]. https://whimsyindia.com/collections/skin?srsltid=AfmBOoq0DiEr0GN4_nw9GEYgRHDr6FTRxch2gBeEeAgSCgLKsTTPeFlb