BeautySephora

‘Sephora Kids’ tween girls flooding beauty retailers

The term ‘Sephora Kids’ referred to as tween girls (a youngster between 10 and 12 years old) flooding beauty retailers like Sephora. This unexpected demographic shift

Published: Jan 24, 2024 12:49 PM

By RETAILBOSS Team

BeautySephora

‘Sephora Kids’ tween girls flooding beauty retailers

The term ‘Sephora Kids’ referred to as tween girls (a youngster between 10 and 12 years old) flooding beauty retailers like Sephora. This unexpected demographic shift has sparked a firestorm of controversy among parents, dermatologists, and beauty influencers. While some express concern over the young age group’s access to expensive skincare products, others argue that it’s a harmless reflection of the influence of social media and pop culture in the beauty industry.

@tylerwoodman9 its the “i pinky promise” #sephora #10yearoldsephora #sephorakids #fyp ♬ original sound – TYLER WOODMAN The influx of ‘Sephora Kids’ has also raised concerns about behavior and etiquette within beauty stores.

Reports of rude behavior, fights over products, and messy displays have become common anecdotes shared by employees and customers alike. It is crucial to instill values of respect and proper conduct in young shoppers, ensuring a pleasant shopping experience for all customers.

@vicky.2087 #sephora #kids #girls #10yearoldgirls #beauty #makeup #mess #disaster #brokenitems #shop #parents!!!!!!!!!

#educate #manners ♬ original sound – vicky87 Dermatologists and skincare experts have also raised concerns about the use of certain skincare ingredients, such as retinol and chemical exfoliants, by young consumers…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss beauty coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.

Featured Events

Models on a New York Fashion Week runway

Recommended Articles

Byredo Turns Future Memories Into an Immersive Selfridges Experience

Visitors to the Future Memories pop-up at Selfridges can explore Byredo's scents, sample the exclusive 100ml edition, and capture their experience with a dedicated photo moment.

BeautyNews

RETAILBOSS Team2 days ago

Zhang Ziyi Brings Her legacy as a 12-time Best Actress to Clarins Precious

Clarins has partnered with Chinese actress Zhang Ziyi for its new skincare line, Clarins Precious. The campaign emphasizes expert formulation and plant science, positioning Zhang as a global ambassador with cultural relevance.

BeautyNews

Jeanel Alvarado3 days ago

FUGAZZI Brings Angel Dust and Vanilla Haze to Sephora Europe

This multi-market launch allows FUGAZZI to connect with a diverse range of fragrance enthusiasts.

BeautyNews

Shipra Bohara3 days ago

Fenty Beauty Turns Myer Melbourne Into an Immersive Beauty Destination

The immersive retail experience combines beauty products, skincare, and exclusive fragrance, celebrating Melbourne's creative culture.

BeautyRetail

Alyssa Jade Mann4 days ago

Helena Rubinstein Takes Its Plump Voyage Across Four Chinese Cities

The campaign invites consumers to a sensory journey with Prodigy Cellglow The Rich Dewy Essence, emphasizing hydration and renewal.

BeautyNews

RETAILBOSS Team5 days ago

Olive Young Brings 19 Korean Beauty Brands to More Than 500 Sephora Stores

This curated selection, designed to introduce American customers to a complete K-beauty skincare routine, includes both established and newer rising brands, accessible entry-level products, and beauty devices.

BeautySephora

RETAILBOSS Team5 days ago

La Mer Rejuvenating Night Cream jar shown as part of an evening skincare routine

La Mer Promotes Its Rejuvenating Night Cream With New Overnight Testing Claim

Designed with Miracle Broth and MRA-3, this cream targets eight signs of aging for a revitalized complexion.

BeautyMarketing

Ifrah Nadeem5 days ago

KAYALI Turned Atelier Des Lumières Into a Fruity Dream World For Eden Sweet Peach 35

The brands' recent launches in Paris, London, and Sicily showcase how technology can be a powerful tool in building memorable and engaging experiences.

BeautyEvents

RETAILBOSS Team6 days ago

View all Beauty

The Cult-Status Index: Top Fashion Brands with a Cult-Like Following

The Most-Searched Brands on Mytheresa So Far This Year

World’s Most Visited Fast Fashion Websites (Jan 2026)

Top 10 Luxury Fashion Resale Websites

Most Influential Luxury Maisons

‘Sephora Kids’ tween girls flooding beauty retailers

The term ‘Sephora Kids’ referred to as tween girls (a youngster between 10 and 12 years old) flooding beauty retailers like Sephora. This unexpected demographic shift

Unlock the rest of this story

More from Beauty

Lancôme Uses The Lash Edit to Bring Its Mascara Wardrobe to Los Angeles

REFY Launches at Sephora EU With a Paris Champs Élysées Podium

LANEIGE Turns Skincare Science Into a Game With Its U.S. Wonder Lab Tour

Bottega Veneta Turns Fragrance Notes Into Gelato Outside Selfridges

Featured Events

New York Fashion Week (September)

London Fashion Week (Autumn)

Milan Fashion Week: Women’s Spring Summer 2027

Paris Fashion Week (PFW) Women – Spring Summer

Recommended Articles

Byredo Turns Future Memories Into an Immersive Selfridges Experience

Zhang Ziyi Brings Her legacy as a 12-time Best Actress to Clarins Precious

FUGAZZI Brings Angel Dust and Vanilla Haze to Sephora Europe

Fenty Beauty Turns Myer Melbourne Into an Immersive Beauty Destination

Helena Rubinstein Takes Its Plump Voyage Across Four Chinese Cities

Olive Young Brings 19 Korean Beauty Brands to More Than 500 Sephora Stores

La Mer Promotes Its Rejuvenating Night Cream With New Overnight Testing Claim

KAYALI Turned Atelier Des Lumières Into a Fruity Dream World For Eden Sweet Peach 35

Unlock the rest of this story

More from Beauty

Featured Events

Recommended Articles

Sign up for RetailBoss Daily Newsletter