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North America

The Real Data on Tweens Buying Skincare

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Sephora kids are the most buzzed about young consumers lately—so we asked tweens how many are actually using beauty products already…

TL;DR

  • The Sephora craze is real: nearly half of 8-12-year-old girls use skincare and makeup
  • Adults are worried kids are using products that aren’t made for them—and are annoyed about them infiltrating Sephora
  • Tween girls are also into perfumes, which could have implications for the fragrance industry
You’ve seen headlines: “Gen Alpha is more interested in skincare than toys,” “The tween skincare obsession,” “What are young girls doing inside Sephora?” and other social content suggesting “Sephora kids” are becoming a consumer base of their own. These stories are claiming brands like Drunk Elephant, Glow Recipe, Summer Fridays, and even Dior are attracting...

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