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The Real Data on Tweens Buying Skincare

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

Written and Edited by the YPulse Editorial Team

Mar 13 2024
North America

KEY TAKEAWAYS

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 kids as young as 8-years-old, who are eagerly exploring (some would even say ravaging) aisles, using testers to make “smoothies,” and begging their parents to buy products. The trend is raising questions among adults about why children are becoming obsessed with skincare serums for dark...