Beauty retail giant Sephora has been compelled to issue new staff guidance following a surge in reports from employees concerned about the sophisticated and often damaging skincare routines being adopted by very young customers. Dubbed 'Sephora Kids', children as young as nine are increasingly seeking expensive, acid-based products designed for mature skin, causing alarm among dermatologists and parents alike.
The trend, largely driven by social media platforms like TikTok, sees pre-teens experimenting with complex multi-step routines featuring potent exfoliants, retinoids, and high-strength vitamin C serums. These products are clinically formulated for ageing skin and are wholly inappropriate for young, developing complexions, often resulting in painful reactions, broken skin barriers, and long-term damage.
The Frontline View: Staff Concerns Mount
Sephora workers across the UK have reported a significant increase in young girls, frequently unaccompanied by an adult, arriving at stores with shopping lists of high-end products. Staff note a distinct lack of basic knowledge; many children cannot identify what a moisturiser is for yet are intent on purchasing £80 face creams.
One employee recounted the distressing scene of a child experiencing a severe allergic reaction in-store after applying a sample, highlighting the very real physical dangers of this trend. The pressure on staff has intensified, caught between achieving sales targets and providing a duty of care to vulnerable, uninformed young customers.
Social Media: The Engine Behind The Trend
Experts point the finger squarely at social media algorithms and 'get ready with me' videos that glorify extensive, product-heavy routines. Pre-teens watch influencers detail their regimens and seek to emulate them, without understanding the purpose of each product or its suitability for their skin.
This has created a new consumer demographic obsessed with perfection and preventative anti-ageing from a single-digit age, prioritising brand names and viral 'holy grail' products over fundamental skin health.
Industry Response and Expert Warnings
In response, Sephora has begun rolling out updated training for its workforce. This includes guidance on how to gently counsel young customers and their parents towards simpler, safer alternatives and the critical importance of sunscreen over active ingredients.
Leading dermatologists have supported this move, urging a return to basics for young skin: a gentle cleanser, a simple moisturiser, and a high-factor sunscreen are all that is required. "The skin barrier in children is not fully developed," explains one top dermatologist, "Using these aggressive actives can compromise it permanently, leading to a lifetime of sensitivity and skin conditions."
The phenomenon raises broader questions about the commercialisation of childhood, the influence of social media, and the ethical responsibilities of retailers in protecting their youngest consumers from harm.
