Co-written by Maraki Esayas and Leah Foreman
If you've been on the internet in the past few months you've probably noticed the rise of “Sephora Girls.” These girls are tweens or even children who have been massacring the shelves at Sephora and are just being generally rude to workers. The question is why they are doing this, how are they getting away with it, and what do the kids and their families say about it?
Why?
What childhood is today has drastically changed. With the exponential growth of the internet and the ability to access it becoming easier, more children's lives are shaped by it. Some influencers are even taking advantage of this changing landscape. Sonia Rodrigues, a physiotherapist, told the New York Times: “Social media influencers are expanding their target group, so there’s a lot of pressure for kids to fit in and figure out what’s trending to feel connected with their friends much earlier than they need to be feeling that.” The fact that kids are being exposed to this content perpetually and consistently, becomes their new norm. Children are heavily influenced by their surroundings, so if all they see are skincare and makeup brands, then that’s all they’re going to want.
How?
Of course, on the internet, these kids are facing nationwide and even international backlash for the seemingly ill-mannered and messy way they treat store products. But what are makeup brands like, most notably, Sephora doing to prevent fed-up workers and smushed lipstick?
The answer is nothing.
Though dermatologists like Dr. Ashleigh Vallée state that “Children tend to have thinner, more sensitive skin,” and that “[She] would tell kids to stick to products that are specifically marketed for sensitive skin or hypoallergenic skin. Things like retinol [found in most Sephora products, those are all very harsh", the founder of Drunk Elephant, a popular brand that Sephora carries (and that is becoming popular within Generation Alpha) had addressed the phenomenon and said, “that many of its products are designed for all skin, including kids and tweens.” However, “the company’s “more potent” products contain acids and retinol not meant for children.”
Sephora hasn’t made a policy about age limits or restrictions on makeup, so for now, what is to be done about this issue is up in the air. If you can call it an issue, that is.
The Other Side
Some feel as though people are getting too worked up about this whole topic. In fact, some think makeup is a great way to experiment with your style and to know how to do it at an early age. Lauren Brown West-Rosenthal, a mother who writes for Parents.com, brings up this point. “If kids are seeing makeup as a positive addition to their lives and a way to express themselves, I say, why not?”
Some also feel as though this is just another thing that people on the internet like to bash young girls on. Calling basic tween interests “cringe” is nothing new, and it’s getting tired. Over the decades, kids get interested in different things. People should get used to it. A kid interviewed by Teen Vogue defends her peers. “I get it, Bratz dolls were probably popular when you were 10 years old. But I'm a kid [now], and this is what's popular. This is the new toy that we have. This is a new generation, we're Generation Alpha. And I'm proud of that."
What?
What do the relatives and “Sephora Girls” have to say about this themselves? Freshmen Anushka Slathia and Emery Campbell were interviewed to get their stances on this topic.
“Oh hell no,” Slathia said immediately after being asked. Having seen this topic on TikTok and Instagram reels, she already had a few opinions to talk about. “They just don’t have discipline. And it’s mostly the parents’ fault.” Diving deeper into the reasoning for that claim, she introduced a point of view that carried on throughout both interviews. “Parents have a responsibility to monitor what their kids are doing, and a lot of ‘Sephora Girls’ parents are letting them run wild in stores without proper manners. Not to completely blame them. Kids should generally have a sense of self-awareness as well.”
Campbell had a different outlook on this phenomenon. “Kids like this tend to be a bit wealthier, the way I see it. Maybe it’s just that ‘Rich, Spoiled Brat’ stereotype, but genuinely, children who don’t know how to act in public settings tend to be a bit more sheltered and well-off, not to mention maybe even coddled and undisciplined by their parents. Maybe those two things have a connection.” She also addressed the role that the internet plays. “Now that middle schoolers are watching a lot of ‘Sephora Makeup Haul!’ content, they are going to do what they see constantly. It all makes sense, really.”
But let’s look at it from the source’s perspective. We asked Campbell’s younger sister Ella, who is in the age range a lot of these Sephora Girls are in, what she thinks about all this and what she sees around her with her classmates. “I mean, I like wearing makeup, but I do not want to be labeled as a ‘Sephora Kid.’” The stereotype is negative and kids who don’t want to be grouped into it try their best to separate themselves from it. If you see people online talking about how bad it’s getting, of course, you wouldn’t want to be like that.
If there’s one common theme during these interviews, it’s that “Sephora Girls” and the whole situation is viewed unfavorably. Tweens are shopping at makeup stores that do not cater to them and it shows. Acting like makeup is a toy and messing up products that other people want (and putting something on their skin that’s not made for them) is telling that influencers should be more conscious about what they put out for kids and that maybe those Disney princess eyeshadow sets need a comeback.
Photo Credit: Zoelei Mendoza
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