One of the most popular words used today by a girl in elementary or middle school is the word “skincare”. This particular word is omnipresent during breaks or conversations among groups of young girls belonging to Generation A, that is, those born after 2010, who are crazy about acquiring, exchanging, and of course, using beauty products.

They are excessively enthusiastic about expensive cosmetics, where a mascara might cost €45 and a makeup foundation €80, about complex facial care routines with day creams, night creams, anti-aging creams, and firming creams, about perfumes from specific brands, and about decorated nails in all kinds of shapes and colors. These products and images often transition from their discussions into their daily lives and ultimately into their purchasing consciousness. Thus, visiting stores like Sephora or Hondos Center is not just a dream but a one-way path.

Naturally, the consumption of such products does not remain confined to physical stores but also extends into their digital lives. In this way, today’s kids prefer visiting cosmetic shops instead of cinemas, bookstores, or toy stores, wandering through aisles filled with endless nail polishes and lipsticks instead of running on playgrounds, endlessly scrolling through videos of young beauty influencers instead of watching cartoons, and roaming around school with painted nails, blush, and their favorite red lipstick.

Generation A

The phenomenon is internationally referred to as “Sephora Kids,” although it is not exclusively related to this specific chain of stores, and it is observed on a global scale. It started online, primarily in England, with children mimicking the beauty routines of older women and showcasing luxury cosmetics from well-known brands.

The rise of this trend can be attributed to various factors, starting with parental influence, as many parents active on social media involve their children in their content, introducing them either unintentionally or deliberately to grooming practices. However, what once began as a joke with videos of children imitating their mothers’ makeup has gradually evolved into something more significant in recent years. TikTok serves as a key tool in this transformation.

The platform’s emphasis on short, captivating videos encourages creativity and experimentation, with children, often guided by parents or older siblings, taking center stage using makeup products, reviewing cosmetics, or filming shopping experiences. The platform’s algorithm prioritizes appealing and visually pleasing content, which beauty videos naturally fulfill, further boosting the trend. The hashtag #SephoraKids, in fact, has garnered over 175.3 million views, with the trend evolving into a fully-fledged community.

Thus, millions of children, not only in Greece but worldwide, are obsessively watching an endless stream of TikTok videos where other young girls show them step-by-step how to do their makeup or proudly present boxes overflowing with the cosmetics they’ve just bought—what is referred to as a “haul.” Ten-year-olds make videos showing the skincare products they use before going to bed or leaving for school, with these so-called “beauty rituals” being the ultimate trend that all young girls love to watch and replicate.

The Children’s Beauty Industry

Sol de Janeiro, Bubble, and Drunk Elephant have now become highly sought-after skincare brands in Greece. From facial masks and scrubs to anti-wrinkle creams and cleansing soaps, children seem to be obsessed not only with these products themselves but also with the very concept of skincare.

From a business perspective, this phenomenon presents an excellent opportunity for chains like Sephora, for example, as increasingly younger audiences are being introduced to their products. With more than 2,700 stores worldwide, 300 brands, and 130,000 products, the company, which belongs to the French luxury group LVMH Moët Hennessy Louis Vuitton, is continuously seeing its revenues increase, according to Forbes. Its example, however, is not an exception to the rule.

Generation Alpha is so heavily interested in purchasing products traditionally targeted at older consumers that it is driving the skincare market to achieve an annual growth rate of 7.71% until 2028, according to the platform Statista. Simply put, this means that the children’s beauty industry will reach a market volume of $380 million globally, with the number of users estimated at 160.7 million. Thus, we realize that it’s not just young children experimenting with their mothers’ creams, but rather an industry expanding to target a broader age range of consumers eager to rush to stores and purchase any product that goes viral on social media.

“Back in the day, we would look at each other as classmates; now, girls are looking at 20-year-old wealthy influencers promoting all kinds of products on TikTok,” explains Elisavet, the mother of Elia. “It has become a plague,” she notes with concern.

How Dangerous Is This Trend?

Psychologist and child psychologist Antigoni Ginopoulou explains that engaging with beauty products and routines at a young age can have significant effects on a child’s self-esteem and self-perception because these products promote ideals that link a person’s worth to their external appearance. She also notes that children may begin to feel pressured to conform to beauty standards that are unrealistic for their age.

If a child feels their natural appearance is not enough, they may develop low self-esteem, while comparisons with standards projected by social media or influencers can create or exacerbate feelings of inadequacy and shame. “When too much emphasis is placed on external appearance, there is a risk that more important virtues will be undervalued, which can negatively impact a child’s overall personality, development, and future,” she emphasizes.

However, the phenomenon’s repercussions are not limited to the mental health of children but extend to the health of their skin as well. Dermatologist and venereologist MD, PhD Katerina Papadopoulou explains that beauty products can cause allergies on children’s skin and disrupt the skin barrier, making it dry, red, itchy, and sensitive. “Ingredients found in anti-aging creams such as retinol, alpha and beta hydroxy acids (AHA, BHA), and skincare products with intense colors and fragrances should be avoided because they increase the risk of irritation and allergies in children’s skin,” she points out.

In reality, healthy children’s skin does not need any beauty or skincare products—except, of course, for sunscreen, which is recommended for use starting from six months of age, according to her. The use of anti-aging and beauty products during childhood can sensitize children’s skin, leading to the onset of allergies or worsening conditions such as atopic dermatitis and acne. “We must not forget that children’s skin is thinner and less mature compared to that of adults, and exposure to the chemicals found in many cosmetics (lipsticks, lip glosses, eye shadows), even those labeled as kid-friendly, has been found to increase the likelihood of contact dermatitis,” the doctor emphasizes.

A New Culture Emerges

Like many trends of our time, this one epitomizes the power of social media in shaping modern culture. The broader implications of this trend challenge society to reconsider the messages we send to children about value, identity, and the definition of success.

Are we ultimately cultivating a culture of confidence and creativity, or perpetuating a cycle of comparison? Perhaps this phenomenon is not merely a reflection of our obsession with beauty, but also a lens through which we examine the values we prioritize for the next generation.

Influencers Aged 8–13 with Millions of Followers

The trend has taken over TikTok, with young beauty influencers presenting makeup hauls and tutorials, significantly influencing perceptions of beauty and consumer behavior. These child influencers, often aged 8–13, use platforms like TikTok to showcase adult-level makeup techniques and promote skincare products, garnering thousands of followers.

1. North West: Daughter of Kim Kardashian, North West has 19.3 million followers and often shares playful makeup tutorials and unboxing videos. Technically under her mother’s supervision, her content reinforces luxury beauty standards.

2. Tonia Stets: An up-and-coming YouTube star, Tonia, with 127,000 followers and over 54 million views, showcases her daily skincare routine before school, how she does yoga, and how she gets ready for birthday parties or other activities.

3. Shab & Kassie: Kassie is now one of the most famous kids on TikTok, with 4.7 million followers and 101.2 million likes. She appears on camera with her mom or alone, performing intricate makeup routines and using high-end cosmetics.

4. Everleigh Rose (USA): A child influencer with 5.4 million followers, Everleigh Rose’s videos include skincare routines and mother-daughter makeup tutorials.

5. Jamie Massey: 30,000 people follow this account run by the girl’s mother, where the young girl uses mascara, makeup, highlighters, and false eyelashes.

6. Veronica Van: Veronica, 10 years old, shows how she spends $1,000 on a Sephora haul, her favorite brands and products, while also applying a $60 hand cream. She has 84,000 followers.

Weekend Beauty Rituals – Sleepovers Turn Into Beauty Rituals for 10-Year-Olds

Afternoons after school or during free periods, groups of young girls visit cosmetic stores to try a cream or a lip gloss. On Saturdays, they bring their mothers along to buy the objects of their desire, typically costing between €50 and €200 depending on the brand. “Even 10-year-olds come for products that don’t match their age, but they don’t care. They want what they see on TikTok, what influencers use. Some parents inquire about these products, and we explain that they’re not suitable for their age, but often they give in to their children’s demands,” explains beauty advisor Natasha Nikolaou. These girls even choose anti-aging creams due to their attractive and cheerful packaging. Lip balms and lip masks become gifts for friends and are used during sleepovers as part of their beauty rituals.

Older girls opt for packages including an eyeshadow palette with a variety of colors, mascara, brush sets, highlighter, and, of course, lip gloss, says Goldy Panovlepi, the commercial director of KIKO Milano. “Girls prefer our stores for makeup, especially for special occasions like school celebrations, birthdays, or teenage dances. Our makeup artists provide personalized recommendations for each girl. We often organize events while also offering free beauty services.”
Not Just the Face

Alice Kekeri, a nail artist and owner of a nail bar, notes that her younger clients now outnumber older ones: “They start at 12 years old and get gel nails. Mothers try to dissuade them, but to no avail. They request French tips and long nails, mimicking what they see on TikTok. If parents refuse, they buy fake nails from toy stores, stick them on, then peel them off, damaging their nails with those glues and UV lights they use on their own. In this sense, if a mother trusts a technician to take proper care of the child’s nails, it’s better to go to a nail bar.”