We shouldn’t blame the tweens in Sephora for falling victim to consumerism.
A recent social media controversy over pre-teens overrunning Sephora stores has caused a heated debate amongst adults, many of whom believe young children have no business venturing into the world of expensive makeup and skincare.
Anti-aging brands such as Drunk Elephant, known for exuberant price tags and sophisticated adult skin care routines, are at the heart of these shopping sprees.
Millennial and Gen Z Tik Tokers are accusing tween girls of invading Sephora with their so-called ruthless and destructive behaviour. A TikTok posted by Megan Lacey went viral when she described 10 to 13-year-old girls “taking up every single section in the store” and even surrounding an overwhelmed employee. Many frustrated adults have taken to social media to express their annoyance, saying Sephora and its products aren’t meant for children.
It’s worth asking why the blame is being placed on tween girls, who are merely surrendering to the influences of brands and media. This pattern is nothing new, and there have always been beauty trends sought out by younger generations and perpetuated by influencers captivating young audiences. The scarcity of age-appropriate influencers on TikTok combined with the tailored marketing by these makeup and skincare brands to young girls indicates consumer culture is landing in the wrong spots.
With its emphasis on trends and the pursuit of an aesthetic lifestyle, consumer culture plays a key role in shaping the desires of young consumers. The relationship between capitalism and marketing tactics often relies on trends and social norms. By strategically positioning their products as markers of sophistication and adulthood through the lifestyle of influencers, brands tap into the innate desire for children to imitate the behaviors and possessions of role models they think are more mature.
While the impact of beautiful influencers on buying decisions isn’t new, the Sephora saga is characterized by the subtlety with which influencers target increasingly younger girls.
Children don’t have the same media literacy as adults, and they aren’t going to recognize when ments are sneakily included in their favourite influencer’s videos. By using “get ready with me style videos,” product placement is intertwined with shots of an influencer’s meticulously curated life, creating an idealized adult life in the eyes of young audiences.
For viewers who have yet to experience adulthood, one of the few and only ways to adopt the lifestyles of these grown-up influencers is by using the same products.
While consumer culture itself is rife with problems, exposing children to its dynamics can lead to premature development of materialistic values, potentially twisting their understanding of success and happiness.
Based on the circulating TikTok videos, it seems young girls are obsessed with owning retinol face cream with a $100 price tag. It’s become integral to their identity and social standing. The shift of Christmas lists from traditional toys to a desire for brand-name makeup and skincare products shows consumer culture infiltrating aspects of childhood.
Many millennials and Gen Zers note tweens creating “skincare smoothies” with the store’s testers, demonstrating their youth and immaturity. While these messes may pose challenges for store employees, they serve as a positive reminder the tweens are still enjoying the spontaneity and playfulness of childhood.
While there’s a place for makeup and skincare in tweens’ lives, it should be happening as a creative and explorative journey—not because an influencer has convinced them they need certain products. Since the exposure to unrealistic beauty standards in media is occurring at increasingly younger ages as time goes on, it’s important to safeguard the joy and creativity of childhood while fostering a healthy approach to beauty that prioritizes self-acceptance and exploration.
The adults complaining about young girls in Sephora used to be children themselves, and I’m sure many played with their mom’s makeup hoping to imitate age and maturity. This practice is nothing new, and I hope putting on makeup and skincare at a young age remains fun, and not a societal expectation.
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