TikTok’s ‘Sephora Kids’ Trend Sparks Debate Over Parental Pressure

Girls aged eight to 12 in the United States are amassing thousands of followers on TikTok by showcasing their makeup hauls, particularly from the brand Sephora, popularized by North West, daughter of reality TV star Kim Kardashian. They enthusiastically present moisturizers and even request anti-aging creams, mimicking adult makeup tutorials with tied-back hair and mirror poses.
Skin experts caution that some products featured in these videos contain ingredients unsuitable for young skin, like retinol. Dr Danilo Del Campo, a US dermatologist, notes that the trust placed in these “skin influencers” can lead to skin issues due to product misuse, with many parents unaware of the risks.
The trend involves young girls reviewing high-end skincare products, some costing as much as 70 euros, prompting surprise and concern from onlookers, including Sephora employees.
Dr Del Campo emphasizes the potential damage to young skin from inappropriate ingredients and observes self-esteem issues in child patients who feel pressured to correct perceived flaws.
There are complaints from Sephora employees about disruptive behavior from young customers in stores, with videos showing disarrayed makeup counters. However, Sephora, owned by LVMH, declined to comment.
Psychoanalyst Michael Stora suggests that the girls in these videos are not playing with dolls as expected at their age but are treated as dolls themselves. He criticizes parents for fetishizing their children.
Professor Solene Delecourt from UC Berkeley warns that these videos can reinforce stereotypical representations of girls and women online, exacerbating social pressures already faced by young girls.
Delecourt’s recent study in the journal Nature highlights how online images can amplify gender bias, particularly against women. TikTok and other social media platforms have faced scrutiny for their impact on young people, with concerns raised about online dangers such as sexual predators and teen suicide.