The Beauty Counter Has a Generation Gap: Inside the “Sephora Kids” Era and What It Means for Grown‑Women’s Skin
Have you ever walked into a beauty store and seen tweens and teens shopping for serums next to grown women searching for their favourite moisturisers? The rise of Sephora kids has sparked a conversation about who beauty is for. Discover how Gen Z is changing the beauty industry and what it might mean for older women.
What Are “Sephora Kids?”
The term “Sephora kids” refers to Gen Alpha and Gen Z tweens exploring high-end skin care products typically intended for adults, such as Drunk Elephant serums and Sol de Janeiro body mists. Much of this stems from what they see on social media. It’s easy for them to get caught up in beauty tutorials, trends and advertisements and end up wanting to try these products for themselves.
Sure, it’s great that they’re interested in self-care and looking their best. However, they might not know what these products are for. Some of them, especially those that promise anti-ageing benefits, aren’t made for young skin and can do more harm than good.
How Is Gen Z Changing the Beauty Industry?
Here’s how tweens are reshaping what you see on the shelves in the beauty store.
The Impact of Social Media
A quick scroll through social media will reveal beauty influencers sharing their favourite beauty products and hacks. Brands are definitely noticing, and they’re adapting their marketing strategies to keep pace. Even tweens are joining in, grabbing beauty products earlier than ever before. In fact, their spending power is estimated to reach $5.5 trillion by 2029.
Brands Targeting Gen Zers
Many companies are now focusing on younger shoppers who are entering the beauty market. For example, beauty brand e.l.f. has seen its sales skyrocket after targeting its marketing efforts to tweens. There are plenty of new companies popping up just for the younger demographic, like Bubble, Yawn and Gryt, a brand that makes products for kids as young as 8.
More Shelf Space for Youth-Oriented Products
The rise of the “Sephora kids” era means that products once considered niche, like pimple patches, face masks and exfoliators, are now front and centre in beauty stores. Sephora has redesigned its 700 stores to speed up the checkout process and add lighting. That way, shoppers can snap the perfect selfie — a practice associated with Gen Alpha and Gen Z.
Fewer Options for Adult Women
With so much attention on youth, many women are finding it harder to spot products that target ageing skin and the changes that come with menopause. Many ads seem to be aimed at younger people, and older women are hardly ever represented, which can make them feel left out.
The Unspoken Impact on Adult Women
This shift has an impact on adult women. Take internalised ageism as an example. Imagine a woman in her 50s walking into a beauty store and skipping some aisles because she thinks, “Those are for younger people, not for me.” Many people don’t realise they have these thoughts. It may have taken decades of messaging for them to view ageing as a negative thing, rather than something to celebrate.
Moreover, beauty trends and products for younger women can make older women more conscious about their appearance. For instance, the “clean girl aesthetic” can put pressure on working-class women, single mums, carers or women with disabilities to appear effortlessly put together.
How to Navigate Unrealistic Beauty Standards in the Digital Age
Here’s how you can embrace confidence at every age:
Limit social media exposure: Try to use social media for 30 minutes daily to reduce your exposure to trends and ads. Replace your doom-scrolling with meaningful hobbies instead.
Be mindful of filters: Many influencers edit their images, which can hurt your confidence. Recognising that many photos and videos do not reflect their reality can help cultivate a positive body image.
Celebrate your uniqueness: Remember to be kind to yourself. Celebrating what you love about yourself can help boost your confidence, and it works no matter how old you are.
Embrace Beauty at Any Age
Gen Z is changing the beauty industry, but it doesn’t mean you must change how you see yourself. Don’t worry — there are still brands out there that celebrate women of all ages. Many companies are catching on, and it won’t be long before everyone gets to feel celebrated.
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Beth, the Managing Editor and content manager at Body+Mind, is well-respected in the mental health, nutrition and fitness spaces. In her spare time, Beth enjoys cooking and going for runs with her dog.
