When Sephora meets Scripture: Helping our girls see true beauty

It was November 2024, that time of year when I ask my children for their Christmas lists to avoid any disappointment on 25th December. But this year felt somewhat different with my three daughters. As I scanned their lists, I found myself searching in vain for the familiar comforts of LOL Dolls, Barbie Dreamhouses, and Lego Friends sets. Instead, I was met with a line-up of brand names completely foreign to me — Laneige, Bubble, Rhode, Sol de Janeiro, Drunk Elephant, Fenty, Mario Badescu (had Ken been replaced by a Romanian counterpart?). Then it struck me, with a twinge of sadness, that my daughters had quietly moved beyond the innocent world of toys, trading them for the sophisticated realm of skincare and beauty products. Even my nine-year-old, surprisingly well-versed in the world of luxury brands, appeared caught up in this early wave of consumer savvy. It left me wondering: were they growing up too fast, or was I simply unprepared for how childhood itself has evolved? 

The age of Sephora kids 

While toy sales in the UK have declined, the baby and child skincare market is projected to hit $380 million by 2028. The unsettling reality is that we’ve entered the era of ‘Sephora kids’ — tweens obsessed with skincare routines. Gen Alpha children are now investing heavily in anti-aging serums, exfoliants, and even chemical peels — products that are far too harsh and advanced for their delicate, developing skin.

This level of self-awareness at such a young age feels completely alien to me. Growing up as the only girl among three brothers, any attempts I made at beautifying myself were usually met with ridicule. As a child of the ’80s, my teenage grooming regime was simple — a daily dab of Boots Own Brand Cucumber Toner and Cleanser, a spritz of The Body Shop’s White Musk or Dewberry if I was feeling fancy, a little book of blotting paper tucked into my schoolbag, and a much sought-after Lip Smacker Strawberry lip balm procured by a friend when visiting the States. Although I went to a co-ed school, I paid little attention to my appearance until Sixth Year — as evidenced in my official school photos. So, it leaves me puzzled — how is it that my three daughters, at just 15, 12, and even 9 years old, are already so attuned — almost preoccupied — with how they look?