Sephora. Ten-year-olds are the new customers.
In the US, tweens as young as 10 are flocking to Sephora after watching TikTok skincare routines. It isn't really about skincare, it's about influence.
THE GIST ON SEPHORA: "Starting earlier"
Who is shopping at Sephora now?
In the US, tweens as young as 10 are flocking to Sephora after watching TikTok skincare routines. They gravitate towards trendy names like Drunk Elephant and Glow Recipe, products designed for adults but with playful packaging and rituals that appeal to kids. Staff say stores feel busier and more chaotic.
Why is this happening?
Huw says it isn't really about skincare, it's about influence. Social media has collapsed the age curve: 10 year olds now want the same brands as 25 year olds. Sephora has become a stage for kids to act out luxury lifestyles before they've even got into high school.
What does it mean for beauty?
For beauty companies it's a gold mine: lock in loyalty younger and build customers for life. But it's also a warning. When consumer culture starts at 10 instead of 19, the next big shift isn't in what we buy, but when we start buying.
Should kids be buying adult skincare?
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Quick answers
Why are 10 year olds shopping at Sephora?
They copy skincare routines they see on TikTok and want the same brands as adults.
What is the risk for beauty brands?
Huw says it's a gold mine for loyalty, but a sign that consumer culture now starts at 10 instead of 19.
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