Have you heard about #sephorakids yet?

Have you heard about #sephorakids yet?

If you haven't, we guarantee it's the next big thing to rock the beauty industry. Here our founder shares a few words on the next big trend and why it's sad but oh so important to talk about. Over to Danielle...


#sephora is trending on TikTok due to its new wave of customers - 10 year olds. These kids are coming into the big beauty stores Sephora, Ulta and Mecca and purchasing/testing products that are not suitable for their skin thanks to the influence of TikTok.


For me, as a brand owner that makes products for all skin types including teenage and young skin, it's more about what's going on in the industry and society. In the same year that Barbie showed us what it's like to be a woman and that it's ok to be a woman in all its forms, 10-year-olds are flocking to the shelves to purchase products that are designed to 'enhance their features' and 'keep the skin young'. I need to repeat that - 10 year olds! The same age I was when I was playing with barbie dolls.

The reality is, we are constantly chasing a beauty standards, every generation is chasing another version of the same thing and it's never ok just to be.

If this trend is an inkling of what's coming, we have to do something about it and I'm not quite sure what that is yet. I do know that if we can start to encourage the younger generations that the products we use are focussed on changing the way we feel rather than the way we look, it's a great place to start.

That's why I feel so passionately about skincare as self-care and that message is at the heart of My Skin Feels and everything we do. Natural, safe products that are suitable for everyone to make you feel good, it's as simple as that.


As for industry what's coming next we will have to wait see, if I was Sephora, I would take the opportunity to teach kids about self-care, create a dedicated 'young skin' section of the store and promote a healthy beauty/body standard that will see them through their tough teen years.


Something great could come out of this and here's hoping that the guys at the top recognise the position of power that they are in to influence and help a generation of young girls who are already becoming women way too soon.

You can check out more of our thoughts and share your thoughts here too.


Back to blog