The ‘Sephora kid’ trend shows tweens are psyched about skincare. But their overzealous approach is raising concerns

Tweens, the consumer group that’s outgrown the little kid stage but are not yet teenagers, are obsessed with skincare. Their curiosity for all kinds of creams, gels, face masks and facial peels has even earned them a viral moniker: “Sephora kids.”

Tweens are obsessed with skincare. Their curiosity for all kinds of creams, gels, face masks and facial peels has even earned them a viral moniker: “Sephora Kids.” “The Sephora Kid trend is a real phenomenon,” said Dr. Lauren Penzi, a New York-based dermatologist. And skincare experts are applauding the fact that kids as young as eight years old appear to be invested in taking care of their skin. The evidence is all over social media. At the same time, they’re concerned these young consumers are going about it in a risky way – from what they are buying to where they are buying it – and causing unnecessary damage such as rashes, allergic reactions and even skin burns. Scores of recent TikTok and Instagram videos have documented the so-called tween invasion of Sephora and Ulta stores, with many grown-ups bemoaning the Gen Alpha takeover of these popular beauty products chains. Tweens gravitate to Sephora and Ulta for the same reason that adult shoppers do. Both stores offer customers the try-before-you-buy option for any beauty or fragrance product sold in their store. At a Sephora store in New York City, a store employee told CNN that tweens are frequently flowing in, not really asking for advice or recommendations from staff, and making a beeline for trendy and pricey skincare brands, such as Drunk Elephant, Glow Recipe and Laneige, that are hyped up by influencers.