07/18/2025
Sephora tweens are spending big on beauty products.
Sephora, once a beauty refuge for grown-ups, has become increasingly dominated by tween girls spending adult-sized sums of money.
The brands popular with the tween demographic have historically been relatively cheap, as befits their lower purchasing power. Thanks in part to TikTok, that's now changing — especially when it comes to beauty products.
What tweens are saying:
😍 "We are a little young," one tween admits to Axios. "Honestly? I don't even need makeup. I just love applying it. I love my skincare routine."
😍 Any given evening, she says, she's likely to use a face wash, a facial scrub, a lip exfoliant, a hydrating serum, a moisturizer, a highlighting serum, an eyelash serum and a lip mask.
😍 Some of those products will come from relatively affordable brands like CeraVe. But many will be from Drunk Elephant, Glow Recipe, Laneige, and other high-end labels.
😍 "Sometimes I use Kosas facial spray," adds the tween. "It smells really good. I don't really know what it does, but it probably doesn't need to do anything."
Tweens and teens are spending tons of money on products and obsessing about their skin due to social media influencers pushing products on Snapchat, TikTok and Instagram. Even if your child is not on social media they are likely to be influenced by their peers who are on it.
Parents, talk to your kids about how influencers are often compensated for marketing products like skincare on social media.
Also chat about what dermatologists recommend for tweens and teens for skin:
👉 Gentle Cleanser
👉 Moisturizer
👉 Sunscreen
Source: Axios
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