BY
Kristel Tan

The UrbanWire Editor

Hype Issue #59

Published on

September 4, 2024

In recent months, a new trend has emerged among Generation Alpha (Gen Alpha), which has sparked concern and debate. They are known as “Sephora Kids”. These are children, some as young as eight or nine, who are not only familiar with, but also regularly use luxury beauty products such as skincare and makeup typically marketed and catered towards adults.

Delving into Sephora Kids

Sephora is a popular French brand that sells personal care and beauty products. This term first gained attention on TikTok, when videos showing children demanding high-end beauty products from their parents in Sephora started surfacing. Sephora products are not exactly cheap, which adds on to why society is concerned with children spending their parents’ hard-earned money on products they do not even need.

There are 12 Sephora stores across Singapore. This one is located at Bugis+. Photo by Kristel Tan.

The Impact on Child Development

“Back in my day, I used to…” is something we all heard a lot while growing up. It is a familiar saying suggesting that children are growing up faster and faster every generation. The usual response to that phrase would usually be a scoff or an incoherent grumble, but now it raises a rather interesting debate. Should society really let children experiment and play around with cosmetic products that cost an arm and a leg?

The early exposure to adult beauty products can have several implications for child development. Dermatologists have stepped forward and added their own two-cents to this topic. They have warned about the physical consequences of children using products like retinol, which is often marketed as an anti-aging skincare treatment. Its use  can cause many skin issues especially in children (since their skin is still developing).

Some examples of Gen Alpha children who create content using pricey makeup, perfume, and skincare from Sephora. Garza Crew’s TikTok (left) has 4.9M followers on the platform. Photos taken from @garzacrew and @lifewith_harp0 on TikTok respectively.

Beyond the physical effects , there are also emotional concerns surrounding “Sephora Kids”. The children are exposed to unrealistic beauty standards at a young age and they may grow up with self-esteem issues. The pressure to conform to these adult standards may cause them to focus on their appearance at an age where they should be developing their sense of self through learning and play.

Consumer Culture and How it Impacts Kids

Due to the rise of social media, particularly during the COVID-19 quarantine in 2020, children today are exposed to a constant barrage of marketing messages. Platforms like TikTok, where influencers often promote products, have become powerful tools in shaping the desires of young and impressionable children.

It’s not just paid advertisements –  new video content called “Get Ready With Me”, more popularly known as “GRWM”, also plays a role. These short-form videos feature influencers casually chatting with their viewers while getting ready for their day. GRWM-style videos are one of the most popular types of content on TikTok currently, with at least 12.3M posts under its hashtag.

Influencers like Katie Fang (right) gained traction for her GRWM videos, garnering up to 5.2M followers on TikTok alone, with her most viewed video gaining 41.1M views.

Katie Fang then went on to collaborate with Glow Recipe, a well-known skincare brand, to launch a skincare kit. Photo taken from @katiefangg on Instagram.

Throughout these videos, influencers introduce and use various products, subtly promoting them as part of their routine. This effectively sells young viewers into consumer habits without it feeling like overt advertising.

Drunk Elephant is a skincare brand that has gained significant popularity among Gen Alpha due to its product’s aesthetically-pleasing and ergonomic packaging. The brand’s appeal to younger audiences is so strong that their website even includes a specific section in their Frequently Asked Questions to address their younger fans.

Photo taken from Drunk Elephant’s official website.

In response to whether Drunk Elephant’s products are suitable for children, the answer was “Yes, however not every product in our line should be used by younger fans, 12 and under. In general, we do not recommend using products containing high concentrations of active ingredients, which address concerns that aren’t present at such an age.” They then added on by urging parental guidance to users 12 years old and below.

The New Parenting Style

Another significant factor in the rise of “Sephora Kids” is a changed approach to parenting – introducing “gentle parenting”. This method of parenting places emphasis on children’s emotions and motivations, rather than using fear as a socialisting tool. However, there have been many opinions surrounding this approach.

Parents from the older generations argue that while this parenting style fosters a supportive and nurturing environment, it could lead to the lack of boundaries between a child and his or her parent. This could result in children getting out of control and making decisions that are not in their best interests.

If poor behaviour is left unchecked, entitled youngsters may well insist that their parents buy beauty products for them. Parents may feel compelled to comply with their demands due to the pressure to avoid conflict. Is gentle parenting enabling children to become a “Sephora Kid”?

“Gentle parenting prevents me from having any unnecessary outbursts which makes me say things I don’t mean,” Sandra Chee, 39, mother of 2 young children aged 8 and 10, said.

However, she added that sometimes children do not listen if you are not “fierce” or “strict” enough. “It’s not that I want to scold them, but if I don’t raise my voice, they will think that what I’m saying is a joke and not take me seriously… it’s for their own good.”

She continued, “Since they are still young, I want them to learn from their mistakes as soon as possible so that they won’t have to repeat them next time and regret.”

A Call for Balance

While it is understandable to be concerned about children becoming overly conscious of their appearance, it is also worth noting that times are changing – what was once considered odd may now be the new norm. Afterall, these children might simply be innocently looking up to the adults in their lives.

Encouraging children to take an interest in skincare and self-care can be a positive thing; teaching them about hygiene and healthy habits. However, it is still crucial to balance this by educating children about the risks of harmful products, and emphasising financial literacy and the value of saving at a young age.

Parental guidance is key in navigating this space; it is important not to simply let kids explore adult cosmetics on their own. Instead, parents can take a more active role in their children’s interests, using these moments as opportunities for bonding and teaching. Additionally, encouraging kids to engage in more meaningful activities, rather than spending excessive time on TikTok content that often serves as insidious advertising, can further support their balanced development.

What I am certain about, though, is that children should cherish childhood and spend more time exploring their world instead of being fixated on their appearance. Ultimately, the goal should be to preserve the innocence and creativity of childhood while guiding children towards healthy and balanced development.