My first trip to Sephora was an exciting adventure, all thanks to a popular girl in my grade who had a 13 Going On 30-themed birthday party. The whole event was wildly elaborate: I received a $15 gift card from the host’s mom, and I couldn’t wait to explore the aisles alongside my classmates. I felt like a kid in a candy store, surrounded by glittering and mysterious products that I had only ever heard older people talk about. The pair of eyeshadows I chose felt like more than just a purchase; they were souvenirs of my brief journey into womanhood.
Recently, creators on TikTok have expressed frustration over the increasing presence of young girls in Sephora. Some claim that the tweens and teens are rude and pushy, while others accuse them of stealing or damaging the store’s sample products. But most people question whether girls of that age should even be shopping at Sephora at all. “Should they be buying Sephora’s pricey creams?” they ask.
It seems people are less concerned with young girls’ passion for beauty than they are with their choice of beauty products. If these girls were clearing drug store aisles of Neutrogena and Aveeno, the discourse might not have reached such a fever pitch.
Curious to understand more about why young women are so drawn to the beauty giant, we asked half a dozen girls, three of their mothers, and a handful of Sephora employees to address some of the internet’s biggest questions.
On a recent Saturday at a Sephora in the East Bay of San Francisco, about half of the shoppers appeared to be under the age of 15. Their fashion choices ranged from pajamas and Crocs to jeans and Uggs. Despite no employee speaking on the record, an employee quietly confirmed that there has been an increase in young girls at the store and added, “We are happy to welcome them.”
While leaving the store, I met Lulu, an 11-year-old girl, along with her friends Isla, Paige, Lucia, and Maeve who had stopped by Sephora before going to a nearby movie. They were chaperoned by Lulu’s mom, Laura. The girls share their love for skincare and reveal that they favor a natural look, as they can’t wear much more than mascara and blush, in compliance with their private school’s no-makeup rule. Lulu simply wanted a highlighter from Sephora that day, saying, “I just wanted a highlighter. I don’t like wearing concealer or any of that stuff.”
Similarly, 14-year-old Alexia visited Sephora with her mom, Jeannie, who elegantly waited outside. Alexia has been shopping at Sephora since she was around 10 years old, possibly even earlier, to address her acne.