@carolinachrist_mua ♬ son original - Carolina Christ 🌸
A Viral Phenomenon
The trend, which unsurprisingly comes from the United States, was undoubtedly started by the "children of", especially the youngest of the Kardashian family, who, at just 10 years old, began sharing their beauty routines. The entire Alpha generation (born after 2010) started doing the same, and spreading like wildfire on social media.
Since then, the phenomenon has gone global, and is now well-established in Europe, including France. The #SephoraKids, and similar hashtags like #Kidsatsephora, which denounce this practice, now have over 530 million views on TikTok.TikTok. It is rightly so, as there is indeed something to be alarmed about.
@witheredrxse i know it’s not all 10 year olds but goddamn why are these ones so rude 😭 (ALSO WHY DID I CHOOSE THAT SONG OMG) #sephorakids #sephora #genalpha #drunkelephant #lps #lpsintro #lpstiktok #firstedit #preppy #witheredrxse ♬ original sound - erica♡
In search of the fountain of youth
Indeed, beyond an sometimes excessive presence of the (very) young generations on social media, the real problem here is that these young consumers are not just looking to take care of their skin, but to completely stop the aging process by using products that are completely unsuitable for their skin and their needs.
Because our little future EnjoyPhoenix arrive in stores with a very specific idea of what they want: anti-aging serums, retinol, anti-age cream and other under-eye creams. These are the flagship products of this new clientele, not always very polite, who spend hundreds of euros without batting an eye, before showing off on social media. A step towards rejuvenation.Towards the decline of our society?
@swagmastertalia legit sweat shaking terrified to set foot in sephora. GET A BOUNCER AND MAKE EVERYONE SHOW ID AT THE DOOR. PLEASE. 16+ FOR THE LOVE OF GOD. #sephora #sephorakids #drunkelephant #tweens #preppy ♬ Can’t Catch Me Now - from The Hunger Games: The Ballad of Songbirds & Snakes - Olivia Rodrigo
