While past generations spent their childhoods making slime and watching cartoons, some of Generation Alpha — kids born between 2010 and 2024 — are hopping on beauty trends from popular social media platforms and buying from influential brands, leading to their nickname, Sephora Kids.
When walking into the beauty retail store Sephora, one expects to see adult shoppers, friendly staff and carefully curated displays. But recently, social media users have posted footage of eight to 12-year-old Sephora Kids swarming the stores, often stealing and destroying the store’s inventory. Their behavior has left many people questioning when it is appropriate for kids to start using social media, makeup and skincare.
Some kids have watched social media influencers’ makeup routines and begun shopping at Sephora more frequently. A survey conducted by the investment bank Piper Sandler found that teen shoppers spent 33% more on cosmetics and 19% more on skincare in 2023 than they did in 2022.
In a video posted on TikTok by TikToker Cassandra Bankson (@cassandrabankson) recalls seeing the Drunk Elephant section of Sephora in shambles, with caps left off bottles and products smeared on lids, all while tweens bumped into her to get the products.
The hashtags #Sephora and #Sephorakids on TikTok and Instagram show multiple other stories of customers seeing disorderly displays and young shoppers being rude to their parents, employees and other shoppers.
Noli Rosen ‘26 said, “They’re not respecting the products or the people who are [working]. [Dismissing Sephora Kids’ behavior] doesn’t teach them discipline — they [always] get what they want.”
Sephora Kids’ behavior can be attributed to influencers’ promotion of products or parents’ lack of disciplining their children. “It’s parents enabling them to buy whatever they want. I feel like a parent should be able to say no,” said Influencer Colette Couillard (@colette.couillard) in an interview with The Urban Legend. “It’s kind of our job as influencers or as parents to let them know the issues that we’re concerned with.”
Beyond Sephora Kids’ behavior when shopping, the products they are purchasing raise concerns about the health and safety of their skin. Many popular items they buy contain retinol, a chemical most commonly used for anti-aging purposes.
In an interview with the publication Health, Doctor Michele Green, a board certified cosmetic dermatologist said, “Retinol and chemical exfoliant ingredients like AHAs [alpha hydroxy acids] and BHAs [beta hydroxy acids] may have a negative impact on the natural protective barrier and microbiome of young skin, which is still changing and can be more sensitive.”
Dermatologists have seen negative effects of retinol use in young patients. In an interview with USA Today, Dermatologist Doctor Brooke Jeffy recalled one 11-year-old patient she treated who had developed a serious rash from retinol usage around her eyes. “It’s probably going to take at least a month, if not more, to totally resolve,” said Jeffy. “All for trying to use an anti-aging product she doesn’t need.”
According to the skincare brand SkinKraft, there are many short-term side effects of makeup, such as clogged pores, oily or dry skin, breakouts and eye infections.
Beyond the short-term effects, according to a study conducted by scientists at Columbia University Mailman School of Public Health and Earthjustice, makeup has potential long-term effects too.
Scientists in the study found that makeup children often use toxic chemicals that are linked to cancer, neurological harm and other irreversible health effects. The study found that children are more biologically susceptible to the effects of the toxic chemicals.
Aside from the negative physical effects of makeup, many have begun to consider the mental effects of using makeup and social media at such a young age.
Olivia Prime ‘27 said, “Social media has affected [young kids’] beauty standards and it’s not healthy for them, how they view themselves and their need for makeup.”
The use of makeup at a young age can potentially lead to a dependency on these products. “I started wearing makeup at a very young age and it almost became routine by the time I was in eighth grade,” said Couillard. “I don’t think that was necessary or beneficial for my [mental] health.”
Among the many downsides of younger kids shopping at Sephora, it is important to begin to think about what the possible solutions are.
“If there was a brand made for children that was [promoted] more, parents could buy [it] for their kids, [and] that could help the situation,” said Couillard. “I think brands that cater to kids are pretty great — [they] allow [kids] to have creative freedom and express themselves without potentially harming their skin.”
