Too Young for Toner? ‘Sephora Kids’ And How Big Tech & Beauty Brands Are Luring Young Kids Into Skincare
Trying to be like a mum Credit: Freepik Have you heard the buzz about “Sephora Kids”? Yes, we’re talking about 8-year-old girls — still in primary school — flocking to beauty shops, clutching colourful serums, eye creams, and retinol-infused lotions. And no, they’re not shopping for mum! Now, I’m all for a bit of self-care — a warm bath, a gentle cleanser, a dab of suncream — but when children as young as eight are being swept up into a grown-up world of skincare routines and beauty marketing, it’s time to pause and reflect. So, should we be worried? I believe we should be — and here’s why. 💻 How Big Tech & Beauty Brands Are Luring Young Kids Into Skincare It’s not an accident. It’s a strategy. Big Tech platforms — especially TikTok, YouTube Shorts, and Instagram — are fertile ground for beauty marketing aimed at younger and younger audiences. Here’s how they’re doing it: 📱 1. The Algorithm Loves a Trend Once a child watches one “Get Ready With Me” (#GRWM) video or skincare haul, their feed becomes saturated with more of the same. These aren’t innocent skincare routines — they’re sophisticated advertorials in disguise, often by influencers twice the age of the child watching. 🛍️ 2. Influencers as Trusted Friends Young children don’t always know the difference between a recommendation and an ad. Big Tech and beauty brands know this. That’s why influencer deals, paid partnerships, and unboxings are so popular — they sell products wrapped in trust. 🧠 3. Fear-Based Messaging Even 8-year-olds are being exposed to ideas like “you’ll get wrinkles,” “your pores aren’t clean,” or “you’re not glowing enough.” It’s grooming a generation to feel not good enough — unless they buy something. 👀 4. #SephoraKids Is A Marketing Goldmine Big brands are watching. They see that primary school girls are fascinated by routines and rituals. So they design packaging, store displays, and products to feel like toys — colourful, scented, playful — but with grown-up price tags and ingredients their skin doesn’t need. 📊 5. Data-Driven Manipulation Big Tech knows exactly what your child is searching, watching, and liking — and serves up beauty content based on it. It’s not a coincidence your daughter is suddenly “obsessed” with serums. It’s by design. The Tenderness of Childhood Skin Children’s skin isn’t mini-adult skin. It’s thinner, more sensitive, still developing. Many of the popular skincare products found in influencer-led “routines” — like exfoliating acids, retinols, and firming creams — are not just unnecessary for young skin, they can be harmful. Think rashes, burns, allergies. Are we replacing childhood with chemicals in the name of self-care? When Skincare Becomes A Mask For some little girls, skincare isn’t really about care — it’s about fixing themselves. That’s a hard pill to swallow. I’ve worked with families for decades, and I know this: once the seeds of “not enough” are planted, they grow fast. Are we teaching our daughters that their natural skin needs fixing at eight? Are we unknowingly handing them anti-wrinkle creams instead of confidence? Whose Voice Are They Listening To? Many of these young girls are being influenced by TikTok, YouTube, and social media trends — where 20-somethings peddle 10-step nighttime routines and where the algorithm whispers, “You’ll feel better if you just buy this.” Who’s shaping your child’s self-image — you or the internet? Is that skincare haul really about caring… or comparing? The Commercialisation of Childhood Let’s call it what it is. The beauty industry sees our children as customers. That should make us deeply uncomfortable. The earlier the hook, the longer the lifetime spend. Are we okay with corporations mining childhood for profit? Should children be the next frontier of the beauty business? What Can We Do as Parents? Keep conversations open. Ask your child why they want skincare products — don’t dismiss their feelings, but explore what’s behind them. Help them build routines based on health, not image. Encourage time outdoors, creative play, and screen breaks to remind them there’s a world beyond mirrors and marketing. Be mindful of our own habits. What are we modelling in our own relationship with appearance? A Loving Reminder This isn’t about shame or blame. We’re parenting in a world that moves faster than ever — a world where childhood is being edited, filtered, and sold back to us in tiny bottles with glittery labels. Let’s slow it down. Let’s protect the innocence of childhood — not wrap it in serums. Because the truth is, the most powerful “skincare” we can offer our girls is the glow that comes from being seen, celebrated, and loved just as they are. 🌿 Conversation Scripts: Talking to Your Child About Skincare and Self-Worth 👩👧 1. When Your Child Asks for Skincare Products You could say:“That’s interesting — what made you want that serum/cream? Is it something you saw online or at school?”(Pause and listen)“You know, our skin at your age is still learning and growing — it doesn’t need all those ingredients just yet. What matters most is keeping it healthy and clean. How about we look at some gentle, fun things we can do together?” 🪄 Why it works: This script keeps the tone light and curious. It invites your child to reflect on the ‘why’ without making them feel silly or shut down. 📱 2. When You Notice They’re Copying a Social Media Skincare Trend You could say:“I noticed you’ve been talking about routines and products — have you seen those on TikTok or YouTube?”(Listen, don’t judge)“Some of those people are much older, and the products they use might not be safe or needed for young skin. Let’s chat about what real self-care means at your age. What do you think makes you feel good and cared for?” 🌱 Why it works: It opens the door to conversations about influence, age-appropriateness, and self-care beyond appearance. 🪞 3. When They Say They Don’t Like Their Skin or Appearance You could say:“I’m so sorry you’re feeling that
