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Sephora Kids: Children in beauty fever

3 minutes reading time
6-13 years
Social Media

It has long been common practice on social media for people to hold beauty products up to the camera and advertise them. But a new trend is conquering the online world: more and more young children are showing an interest in cosmetics and skincare – and presenting their routines online. These children, known as “Sephora Kids”, are increasingly gaining attention. We take a look at the phenomenon and its effects.

What is it all about?

Children, usually aged 8 to 10, are increasingly visiting cosmetics stores and luxury beauty chains such as Sephora, hence the name “Sephora Kids”. There they film themselves or buy products for adults, such as anti-wrinkle serums, masks or creams. These products are often not suitable for your skin and sometimes cost several hundred euros. Although we couldn’t find any German-language videos with Sephora products, we did find lots of young children giving make-up tips with standard drugstore products. This content often reaches thousands of viewers and influences the consumption habits of the younger generation.

The “Sephora Kids” phenomenon encompasses a wide range of activities: From buying and applying high-end beauty products to sharing “Get Ready With Me” videos on platforms like TikTok .

What fascinates children and young people about it?

Children and young people are attracted by the colorful and attractive packaging and the promised effects of the products. Interaction on social media and with influencers reinforces this trend by presenting the latest beauty trends and products. In a phase of life in which self-expression and social recognition play a major role, such products offer a way of expressing oneself and belonging.

What can be problematic?

Body image and self-esteem: The intense preoccupation with beauty and skin care can lead to a distorted body image and low self-esteem. The pressure to conform to a certain ideal of beauty can have a negative impact on self-esteem and self-image.

Unsuitable products and long-term damage: Many of the products used contain strong active ingredients such as retinol and acids, which can damage children’s sensitive skin. Their use can have long-term health consequences. Experts advise caution.

Allergies and skin reactions: Many children have sensitive skin and can have allergic reactions to certain ingredients. Parents should check the ingredients carefully and act immediately in the event of an allergic reaction.

Costs: High-quality cosmetic products are expensive and can be a financial burden.

Privacy: By sharing videos on platforms such as TikTok, there is a risk of personal data falling into the wrong hands.

Social pressure: Children can feel exposed to high social pressure through the consumption of beauty content on social media

How can parents deal with this?

Accompaniment: Stay alert and active. The balance between allowing self-expression and protecting your child’s health and well-being is crucial. Accompany your child when buying and using skin care products. Make sure that the products are suitable for children’s sensitive skin.

Education: Have open conversations about self-expression and beauty ideals so that your child can make conscious and informed choices. Explain to your child the risks of unsuitable cosmetic products and the importance of healthy skin care habits.

Promote healthy self-confidence: Help your child to develop healthy self-confidence. Help your child to appreciate themselves and their body, regardless of beauty ideals. Think of your role model function as well.

Data protection: Use the privacy settings on social media and explain to your child what information they can and cannot share.

Set a budget: Set a fixed budget for the purchase of cosmetic products to avoid overspending.

Offer alternatives: Show your child alternatives to expensive cosmetic products, such as simple, natural skin care products that are suitable for children’s skin. Simple and safe DIY recipes for natural skincare products that you can make together with your child can be a great alternative.

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