High-end skin care products have become a surprising addition to the wish lists of many tweens, sparking conversations among parents and experts about the appropriateness of such trends for young children.
Child psychologist Dr. Tamara Soles is among those grappling with this phenomenon. She recently found herself discussing her own daughter’s interest in luxury brands like Drunk Elephant.
“When I hear the words ‘Drunk Elephant’ come out of a ten-year-old’s mouth, it’s clear something trending requires our attention,” Soles explained.
The fascination with skin care and makeup among children is not entirely new. For years, kids have enjoyed experimenting with dress-up and cosmetics. However, social media has amplified these interests, giving rise to the “Sephora Kids” movement—a trend where young influencers showcase their skin care routines and makeup tutorials to wide audiences.
“So many kids are on platforms like TikTok, where they see young influencers discussing elaborate skincare routines,” Soles said. “It’s not just about wanting to belong; the products themselves have become status symbols.”
This cultural shift is reflected in consumer trends. A recent study revealed that the number of skincare and cosmetics customers aged 9 to 12 has doubled in the past five years. High-end serums and lotions, many marketed with anti-aging benefits, are driving this growth.
However, experts warn that such products may not be suitable for young, developing skin. Earlier this month, Quebec’s Order of Chemists issued a public advisory highlighting the risks associated with these products.
“So, you have skin peeling, rashes, acne, and, in severe cases, minor chemical burns,” said Michel Al Sayegh, president of the order.
The consequences extend beyond physical damage. Soles cautioned that parents should delve deeper into their children’s motivations for using these products.
“There’s a difference between engaging with makeup and skincare for fun and feeling pressured or unable to feel confident without it,” she explained. “When it becomes the latter, it’s a red flag.”
Soles suggested limiting children’s exposure to social media as a preventative measure. Additionally, encouraging activities that build self-confidence and competence can help children develop a healthier sense of self.
Ultimately, the growing popularity of the “Sephora Kids” movement raises important questions about the intersection of childhood, social media, and self-image—issues that parents, experts, and society must navigate carefully.
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