Sephora: Is It The Right Place for Tweens?
Story by Joyce Ndifor, Enari West, K’Mari Sam, Erin Calloway, Ariana Calhoun, Tylin Coleman, Tolu Awodiya, and Chyna Davis. Photo courtesy of andymndoza on TikTok.
Sephora is a beauty company that sells makeup and skincare products for teens and adults. Sephora stores allow their customers to test out their products before they buy them and also offer makeup services. While Sephora has been around, and popular, for a long time, the term “Sephora kids” is new. But who are Sephora kids? They are kids who are 15 and under who go into the store, harass customers and staff members, and destroy makeup products. They are children who don’t yet have the responsibility to be left unattended in retail stores.
So why are kids buying products from Sephora? Maybe they like skincare. Maybe they adore quality time with their parents. But have you thought about this? We're wondering what is the reason for this new trend at Sephora, which includes young girls buying expensive skin care products based on suggestions from social media influencers. Kids want to go to Sephora because they see it on TikTok, Instagram, and other social media platforms. For just under fifty dollars, a ten year old can purchase Drunk Elephant’s B-Hydra™ Intensive Hydration Serum with Hyaluronic Acid. This product contains pineapple ceramide and it boasts that it has an ability to boost “luminosity and improves the appearance of skin’s texture and tone,” according to the Sephora website. Other listed ingredients brag about being able to “penetrate skin and deliver intense hydration to reduce the appearance of fine lines and wrinkles and promote visible firmness.” Ten year olds don’t have to worry about fine lines and wrinkles. Again, they are way too young to be left unattended in retail stores.
The Sephora Effect On Companies
Due to the behavior of these kids, companies like Sephora and Ulta are enduring situations that are not ideal. However, so are their competitors, because kids don’t want to go to Claire's anymore, which are stores better suited to their age group. Instead, they want to go to places like Sephora, which are marketed more towards teenagers and adults. Their actions have had an impact on the current hardships and issues that the company is encountering. As a consequence of preteens' actions, businesses like Sephora and Ulta are losing $10,000 to $100,000 and receiving resignation letters from staff members, among other issues.
The Sephora Effect On Customers
It could be hazardous if young girls come running to Sephora. What if you walk into Sephora to try a tester but it’s broken? What if the store is crowded and overrun by unsupervised children? Many millennials are furious about the “child commotion” that is happening in Sephora. This is the exact reason why Sephora workers are taking testers and items off the shelves.
Parents To Blame
Most parents do not know what their kids are buying. This is because they are not monitoring their children at home when watching certain influencers, or in stores when they are on the rampage. Young kids don’t need wrinkle reducers, or to learn how to interact with staff members in a negative manner. They’re running around the store and acting mean to workers just to purchase products that ultimately don’t impact their appearance. Some might argue that kids aren't to blame, their parents are. After all, parents need to improve on supervising their children’s actions.
Companies at Fault?
The Sephora company should come out with a statement that there will be a certain age range for different products. They could place a sign that prohibits unsupervised children. After doing research, we found that Sephora has a good connection with the police. They could get more security and have more protection over their items. In the end, companies can also prioritize safety and supervision over gaining money, because the cost at the end of the day will be their reputation.
Are Influencers the Problem?
One of the main reasons that “Sephora kids” exist today is because of the ways influencers are advertising beauty products. Many influencers appeal to youth culture by using slang words and terms popular with kids. They also are paid by brands to advertise and exaggerate the effects of products to their audience. Maybe influencers should restrict their accounts from younger consumers because they are inadvertently influencing adolescents, and this is allowing the Sephora kids to ransack the store.
Why This Matters
Kids under 13 shouldn’t be going to stores like Sephora and Ulta to buy makeup and skin care products that they don’t need. We need to protect children from premature introductions to dangerous beauty standards and harmful behaviors that will negatively impact their mental health!
Joyce Ndifor, Enari West, K’Mari Sam, Erin Calloway, Ariana Calhoun, Tylin Coleman, Tolu Awodiya, and Chyna Davis are sixth and seventh graders at Friendship Blow Pierce Middle School.