Sephora Kids: Young people turn to anti-wrinkle creams – dermatologists warn

Under the hashtag #sephorakids you can find countless videos from the luxury brand Sephora stores. They show squeezed out make-up tubes, crumbled powder compacts and smeared creams.

The French cosmetics chain is best known for its luxury make-up. Prices around 200 euros for creams are not uncommon here. However, the brand is currently on everyone’s lips not because of its products, but because of its customers.

Hordes of young girls and teenagers are said to storm the stores again and again, test the products on site and persuade their parents to buy them for hundreds of euros. For example, an employee reports on Tiktok how a girl around the age of ten wanted to buy something for $900. Her mother was able to cut back on the purchase somewhat, but she still paid several hundred dollars. Other astonished Sephora customers capture the kids on video, record minute-long discussions between the girls and their parents and film the devastated shelves. Employees report on their experiences with the extremely young customers.

Trend comes from the USA and Spain

The children have now even got their own name: Sephora Kids. Countless of these videos can be found under the hashtag of the same name. So far, the trend has mainly been present in France, the USA and Spain, but is now slowly spreading to Germany.

Experts are alarmed: The increasing use of skin care products, especially anti-wrinkle and moisturizing creams, which children smear heavily on their faces in their beauty videos – and of course don’t actually need at that age – can increase Cause damage to the skin.

That’s why dermatologists are now sounding the alarm. Like Alissa and Emilia. Alissa uses around ten beauty products every day – far too many, says dermatologist Sarah Bechstein.