From hyaluronic hysteria to vitamin C obsessions, tweens are diving headfirst into the world of prestige skincare and cosmetics, creating a trend dubbed “Sephora Kids.” While social media fuels their interest, experts warn that these elaborate routines might do more harm than good for young, delicate skin. In this Q&A, skincare expert and esthetician Leah Corrin, founder of Essence of L, shares her insights on what products are truly appropriate for Gen Alpha, the risks of early skincare overuse, and how this trend could evolve in 2025. —Noa Nichol
What are your thoughts on the rise of the “Sephora Kids” trend, and what do you think is driving Gen Alpha’s interest in prestige skincare and cosmetics?
With Gen Alpha (those born between 2010 and 2024) growing up in an age of constant digital exposure, young adults are more informed than ever before. These trends are often driven by social media influencers advertising products for monetary value. The appeal of prestige skincare and cosmetics stems from the desire to fit in and for self-expression, driven by the belief that beauty is an essential part of identity. However, this “Sephora Kids” trend is more than just kids pretending to be grown up – it also pressures young consumers to adopt adult beauty standards before they are ready, leading them to make decisions that could be detrimental to their health.
Which skincare products are appropriate for tweens and teens to use, and what should they avoid to protect their young, delicate skin?
For tweens and teens, the focus should be on gentle, hydrating products that support skin balance without overloading their skin. A gentle cleanser, a light moisturizer, and a simple sunscreen are the basics. Avoiding harsh products like exfoliating acids, strong retinoids, or heavy anti-aging formulas is important, as these can irritate young, delicate skin and disrupt its natural barrier.
What dangers are associated with using advanced skincare products like retinol, exfoliating acids, and anti-aging serums at such a young age?
Using advanced skincare products like retinol or exfoliating acids at a young age can lead to skin irritation, sensitivity, and damage to the skin barrier. These ingredients are designed to promote skin renewal and tackle concerns like wrinkles, which are not typically issues for more youthful skin. Tweens and teens should stick to nourishing and protective products, focusing on simple steps that do not overload the skin.
Can overusing skincare products at an early age lead to long-term issues, such as damage to the skin barrier or increased risk of allergies?
Overusing skin care products – especially potent ingredients like acids, retinol, or harsh exfoliants – can undoubtedly lead to long-term skin issues. The skin barrier, which protects against environmental stressors, can become compromised, leading to dryness, irritation, and increased sensitivity, like increased risk of pigmentation or permanent sensitivity to the sun. Additionally, overuse can increase the risk of developing allergies or sensitization to certain ingredients, making it harder to find effective products later on. Educating young consumers about moderation and the importance of building a simple, sustainable skincare routine is important.
How can parents or caregivers help educate tweens and teens about safe skincare practices and navigate the pressure to follow social media trends?
66% of girls are interested in skincare, with interest rising to 75% once girls hit their teen years. With 2 in 5 girls currently using Vitamin C on their skin, it is critical to provide education about what products can damage the skin barrier or cause irritation. It is essential to increase awareness about what is and is not suitable for children to use. Parents and caregivers play a vital role in this effort by setting clear boundaries and providing education.
Having an open dialogue about the difference between real skincare advice and influencer-driven trends encourages focusing on skin health, rather than just chasing trends. Parents should guide their teens toward age-appropriate products and teach them about the importance of proper skincare routines, like cleansing and sun protection, rather than indulging in more complex or marketed “miracle” products. Skincare is about long-term health, not just quick fixes.
What are some safe, effective, and age-appropriate skincare products that you would recommend for tweens and teens this holiday season?
I would recommend starting with a gentle cleanser, an oil-free moisturizer, a simple, non-tinted SPF for sun protection, and chapstick. EOL Medical Skincare™️’s product line has a wide variety of products that are a great place to start. Maintaining skincare routines streamlined and approachable ensures that young adults are keeping their skin protected but not overloaded.
How does social media, particularly platforms like TikTok and Instagram, influence young people’s perceptions of beauty and skincare trends?
Social media has a powerful influence on young people’s perceptions of beauty and skincare. 65% of Gen Alpha spends up to four hours a day on social media. In 2024, 44% reported using TikTok, outpacing their consumption of traditional television (39%). As their primary information source, educational boundaries become blurred.
While social media can be a helpful source of skincare information, it also leads to unrealistic expectations, a lack of scientific evidence, and a “quick-fix” mentality, leaving viewers with a heightened urgency to try the latest fad. The constant exposure to curated images can cause young minds to feel pressured to follow trends, often before understanding the true needs of their skin.
What advice would you give to parents shopping for skincare gifts for their tweens this Christmas?
When shopping for skincare gifts for tweens, prioritize products that are simple, gentle, and focused on skin health. Look for brands that are specifically designed for younger skin, free from harsh chemicals, and that offer non-comedogenic, fragrance-free options. Stick to the essentials, like a good cleanser, moisturizer, and sunscreen, rather than more complex treatments. Encouraging a healthy skincare routine from an early age sets a foundation for long-term skin health and self-care habits.
How do you see the “Sephora Kids” trend evolving in 2025, and what shifts might we expect in the beauty industry’s approach to targeting younger consumers?
Unfortunately, this trend will only increase as more companies see the potential increase in the market for younger clients who are driving up sales. You can already see some big brands changing their packaging and marketing to target children rather than adults with bright, vibrant colours, fun fonts, and experiential packaging.
In 2025, I want to see more brands focusing on education and empowerment rather than simply marketing products to young consumers. The beauty industry will likely adapt to the demand for safer, more accessible products that cater to younger skin, offering solutions that are free from harsh chemicals and focused on prevention rather than heavy treatments or anti-aging.
Brands may also develop more products aimed at fostering self-care practices for mental and emotional well-being, acknowledging the growing awareness of mental health among younger generations. Overall, there’s likely to be a shift towards responsible marketing and more age-appropriate skincare.
What role should the beauty industry play in educating young consumers about appropriate skincare practices, and how can they strike a balance between marketing and responsibility?
The beauty industry should take on a more educational role, especially when it comes to younger consumers. Brands should endeavour to provide clear, accessible information about their products’ ingredients and intended audiences. At the same time, brands need to balance marketing with responsibility, highlighting self-care and well-being. Ethical, science-backed education can help guide tweens and teens toward healthier beauty practices and reduce the pressure to conform to trends.
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