The Preteen Epidemic At Sephora Needs To Stop

Olivia Kleid, 11, wanted nothing more than a makeup and skincare haul for Christmas – she already has an entire beauty routine to maintain her youthful appearance. Last year, another 14-year-old went viral for sharing her anti-aging routine on TikTok. But why is it that so many girls are putting time and energy into anti-aging rituals when most of them haven’t even reached puberty yet? 

“I think social media has a lot to do with it,” Kleid’s mother told Inside Edition regarding her daughter's obsession with beauty products. “So I think Instagram, TikTok, sharing things on social media, watching Youtubers, celebrities, [and] children.” 

The news outlet even reported on another dad who said he was spending $1,000 a month on his pre-teen daughter’s skincare habit. Sephora customers are telling their stories on social media of young girls at the retailer begging their mothers for more makeup, creams, serums, and whatever else they don't need.

The Preteen Epidemic at Sephora

In the past, women would begin their anti-aging routine once they started to show lines. As we progressed into the 21st century, 20-somethings hopped on the trend for “preventative” measures. Now, thanks to social media, preteens have also joined in on the (very expensive) skincare craze. 

Don’t believe me? On TikTok, numerous people have complained about children as young as 10 taking over Sephora. Every time adult women enter the store, tweens are eyeing the $68 Drunk Elephant Moisturizer and Rare Beauty lip stains and liquid blushes. Employees have also complained about the young girls' lack of respect and rudeness in stores. 

Why is this happening? As Kleid's mom said, we likely have social media to blame. During the 1950s and 1960s, cosmetic companies cleverly aimed their marketing at teenage girls. A similar trend is unfolding today, but it has taken a different route. It's not the big corporations explicitly targeting younger girls anymore because, well, they don't need to. That's because women in their early to mid-20s are flooding TikTok with endless content centered around their favorite makeup items, anti-aging products, routines, and skincare secrets. Naturally, prepubescent girls are going to want what they have.

So now we have preteens putting on SPF during the day and retinols at night. Social media has taught girls to fear aging while simultaneously influencing them to partake in behaviors for older women. They're learning to put on makeup at a very young age and wearing trendy outfits pushed by influencers partnered with clothing brands. They're facing constant pressure from the media (and their peers, sadly) to adhere to adult-like beauty standards. Traditionally, tweens were doing the typical girl stuff, like playing with their friends, video games, toys, and whatever else. Admittedly, makeup was never out of the picture for most preteens, but a lot of them weren't using high-end brands. Makeup was for play and creativity; it wasn't used as a way to cover up their insecurities or succumb to peer pressure.

What I'm saying is, rather than teens actually focusing on embracing the carefree aspects of childhood (like not having to worry about aging), preteens are adopting adult mindsets and practices at an increasingly younger age. We're witnessing the death of the tween age, and I don't want to think about its consequences.

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