As the new year has started, Sephora is starting to see a shift in new clientele. Girls between the ages of 10 and 12 have found themselves taking an interest in skincare (specifically drunk elephant). Which leads to the question; Why do they need skincare?
The endless videos and reviews from frequent and loyal Sephora customers on TikTok and YouTube have given a glimpse into this newfound epidemic which is causing concern and worry from women in their late teens and 20s. “Why do they need anti-aging products?”, “Their skin is so young, they’re not ready for that yet”, “Sephora is not a place for little kids”. The echoes and looks of disproval has been ringing around the internet since word has gone out about these quote “privileged and spoiled pre-teens spending their parents money on things they don’t need”.
These preteens girls are not only swarming to the popular beauty store, but they have been caught trashing testers and displays, opening skincare and makeup to use then put back on the shelf, and treating employees with no respect. Many are putting the blame and fault on the parents of these young girls but personally, my reaction to this epidemic is this: where did the awkward and childish preteen girl era go, and why is there such a huge gap between it and the teen girl era?
The preteens years are an awkward phase of life, when Barbies may seem too childish and makeup, according to their parents, too mature. But it’s not their fault, because there aren’t enough age-appropriate resources for kids during these in-between years.
Camero, Katie. “Young Girls Are Flooding Sephora in What Some Call an ‘epidemic.’ so We Talked to Their Moms.” USA Today, Gannett Satellite Information Network, 19 Jan. 2024, www.usatoday.com/story/life/health-wellness/2024/01/19/sephora-kids-makeup-preteen-moms/72267089007/.
Justice and Claire’s, the nostalgia of entering these stores begging my mom to get me half of the store brings back pleasant memories. Though Claire’s is still open and available in malls around the states, Justice has shut down most of its stores. They now sell their apparel and accessories at Walmart and online. It makes me sad that preteen girls no longer have an outlet or age appropriate activities to partake in before they hit their teenage years. To feel as if they have to skip that part of their life where they could still feel like a kid and venture into spaces that are occupied by women sixteen and older is starting to become a slight crisis.
If there was not such a big pressure for young girls to feel as if they need to grow up faster and not feel ashamed to be a little awkward, there would be less of an issue on feeling as if spaces more suited for older women are being pursued. But, I also believe in this time to give these preteens girls a bit of grace for their behavior. We know what it was like growing and anticipating entering our teenage years, being able to participate in activities are parents told us weren’t age appropriate yet.