'Sephora Kids' and the Risks of Influencer Beauty Ideals

Photograph by Navaeh Johnson

In this age of technology, phones and social media, content is more accessible to a larger and younger crowd. One type of content that has really taken off is beauty content. 

While beauty content and beauty creators have been around for a while, with the rise of the ”influencer” and increased popularity of social media, this type of beauty content is able to reach this larger and younger audience much quicker, resulting in niche groups such as “Sephora Kids.”

But what exactly is a Sephora Kid?

Sephora Kids are typically considered “tweens” or preteens who are fascinated by beauty and skincare products. The term can have a negative connotation, although it’s not inherently a bad thing to care about one’s appearance.  They are often seen at Sephora stores, buying (or, more accurately, their parents are buying) expensive skincare products they don’t necessarily need.

Social media and influencers play a large role in the development of this interest. Through the promotion of skincare and makeup products and routines, influencers make money by selling ads, influencing those who watch their content to buy the products they are promoting. Most of this, however, sounds like a standard and relatively harmless way for a kid or a tween to learn about and get into skincare and makeup. 

One concern for Sephora Kids is rooted in beauty standards and trends. 

Beauty standards are ever-changing trends that are related to what is socially defined as beautiful; just because someone doesn't fit traditional or current beauty standards doesn't make them any less beautiful. Due to their young age, this doesn’t always register to those who are classified as Sephora Kids. 

Photograph by Joshalyn Tallant

Beauty trends are a broader concept; they can relate to a specific makeup look that is popular among influencers, or they can be a particular product that has gained traction on social media. 

For kids, the risk is their self-worth becomes rooted in their appearance, which is something they can only change up to a point. They may never look exactly like the people they see on the internet. This can lead to feeling like they need to always have the most current and popular products to be considered cool or pretty. This concept by no means is new, but with the increased popularity of social media and influencers, it is a consistently relevant topic of discussion among tweens and young teens. 

An Oct. 2023 Gallup poll found that teens spend, on average, 4.8 hours a day on social media. The poll further showed that teens who spend the most time on social media scored lower than other teens in measures of conscientiousness – i.e. self-control and impulse regulation. 

Teen Kinley Hunt could be considered a Sephora Kid. To her, she simply likes to look her best. She explained what got her into makeup and why she enjoys it.

“I've always just liked playing with makeup, but as I grew up the more I got into doing it. When I do my makeup it makes me feel good because I feel pretty ... plus, it's fun with skin care. When I do my skin care, I just feel like I am taking better care of my face and skin, and I focus on making my skin healthy.” 

But this may not be the case, or at least it may not be as good for kids as they think. 

“When kids use anti-aging skin care, they can actually cause premature aging, destroy the skin barrier and lead to permanent scarring,” Arizona dermatologist Dr. Brooke Jeffy told The Associated Press. 

Enjoying makeup and skin care or even wanting to get into it is not a bad thing; it’s a fun hobby that many girls and women enjoy, but the idea that your beauty and worth are dependent on a specific routine that your favorite influencer does, or a product that everyone seems to have, can lead to harmful expectations of oneself.

Another concern related to Sephora Kids is the connection between influencers and a younger audience. This stems from the fact that even though most influencers are promoting hygiene and skin care, unrealistic expectations, the use of non-age-appropriate products and the possible health risks from using such products are facets and effects that must be considered when discussing a younger audience. 

When asked about what the issue with the relationship between influencers and a younger audience was, Hunt said, "I like beauty influencers because they give good recommendations on what types of products to use that are safe for kids. I feel they help a lot with the skincare and makeup experience for young girls, but also make sure that you are looking at influencers that want to help girls, not just making money from promoting bad products to make a profit.”

However, beauty influencers are seldom trained in dermatology or adolescent psychology, and there is a profit motive at play, all of which can put kids at a disadvantage. Sephora Kids’ trust in the influencers they follow may be misplaced. 

When done right, influencers can be a helpful resource to young kids who are just starting their makeup and skincare journeys. However, influencers are not the only ones who have a role and influence in a child’s life and hobbies, so what can parents do to help their children navigate the social media world and beauty industry in a safe and successful way?

When speaking of the parents' role in their kids' beauty journey, Hunt said, “I think a parent’s role in their children’s makeup and skincare journey is to help their kid figure out what they need versus what they think they need.” 

By doing their own research on different skincare and makeup products, a parent can guide their child to safe, age- appropriate and effective products, and encourage good personal hygiene that their child can take with them as they grow up. A parent can also help their child to build good self confidence that is not reliant on what beauty products they may or may not have.

“A solution to Sephora Kids is to help young girls realize they don’t need the best of the best products to make them look more beautiful; they just need what they actually need,” Hunt said. The beauty industry and social media are both difficult-to-navigate worlds.

Kids can embark on a fun makeup and skincare journey that focuses on practicing good hygiene, having a good time and being creative, rather than chasing trends and unrealistic standards.