The emergence of #SephoraKids has caught the attention of parents, influencers, and brands alike. In this blog post, I'll dive into discussing the roots of this trend, exploring the factors that have contributed to its rise and the responsibilities that come with it.
What is this trend?
The #SephoraKids trend, as seen on TikTok, involves tweens entering Sephora and spending substantial amounts on beauty products, often not intended for their age group. Videos depict disruptive behavior, with tweens creating chaos in stores, messing up displays, and bothering other shoppers. This trend raises concerns about responsible consumption, ethical behavior, and parental guidance. The disruptive actions of some tweens highlight the need for a balance between exploration and respectful engagement in retail spaces.
The Genesis of #SephoraKids
#SephoraKids appears to be a result of various influences converging. The combination of parental influence, exposure to beauty content on social media, and evolving retail dynamics, particularly the changing face of stores catering to younger generations, has paved the way for this burgeoning trend.
As a generation of millennial parents, we've been dubbed 'skintelligent.' Our awareness of skincare and beauty practices has trickled down to our Gen Alpha kids. Parental influence plays a significant role in shaping the #SephoraKids trend, with parents becoming key influencers in their children's beauty routines.
Exposure to beauty content on social media, through influencers and tutorials, further shapes their perception of beauty. Brands with their overall branding, also contribute to this evolving landscape. Also, the disappearance of stores that once catered to this age group has left a void.
Responsibilities of Parents and Brands
It's crucial for parents and brands to shoulder their responsibilities. Setting guidelines for healthy beauty and media consumption habits, ensuring ethical practices, and avoiding predatory marketing are essential considerations. The influence of social media demands a critical eye, prompting us to distinguish between reality and curated content.
While some of the concerns are valid, I do think that that kids are learning to take care of themselves at a younger age is a positive thing, given that Be-Tween's mission is to create healthy skincare habits for tweens, with a focus on creating a routine that's simple and enjoyable. It's also a reminder of our own awkward tween years and extend grace and kindness. They deserve a safe space to navigate this transformative phase with confidence, even though that safe space may not necessarily be a local Sephora.
Read this article published in Independent for more and my comments on the overall trend.
And if you made it this far, thank you for reading!
