So called ‘Sephora tweens’ are spending hundreds of pounds on cult skincare buys. But could they be missing out on a crucial life stage? Read more on Grazia.
Picture the scene: it’s 1996, you’re 12 and going for a Saturday night sleepover at a friend’s house. First, you head to the high street together for bath bombs and penny sweets from Woolworths. You go home to watch, rented from the video shop , paint your nails, badly, with glittery Spectacular nail varnish, and spray yourselves with O2 Impulse while you look up boys you fancy in the phone book.
Meanwhile, the hashtag ‘#KidsatSephora, referring to the huge US make-up chain, now has millions of views, featuring videos of young girls ransacking the aisles and using up testers after school as they rush to nab the latest viral must-have. Drunk Elephant has emerged as the trophy brand for the ‘Sephora teens’, so much so they even offer ‘Mama and Cub’ gift boxes designed for both mother and daughter. And the social media trend is driving a spike in sales.
A lot of fingers have been pointing at TikTok and specifically influencers whose GRWM routines these tweens are exposed to thousands of times a week on the app. It’s a lifestyleis desperate to emulate, with a recent survey revealing that 57% of them are interested in a career in social media influencing; with Gen Alpha looking set to follow in their footsteps.
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