By Joanne Woodward — Creative Strategist, Brand Builder, and Mom of Two

As a mom of two daughters—one tween and one early teen—I’m well aware of the rise of the “Sephora Kid.” If you haven’t seen it firsthand, just type the phrase into TikTok and watch a tidal wave of haul videos, GRWMs, and 11-year-olds rating retinol.

But here’s the moment it became real for me:

I'm driving home from school pickup, and my daughter and her friends are in the backseat, fresh off a Sephora run. There’s giggling, talk of Drunk Elephant minis, and that unmistakable cloud of sweet, sugary scent wafting through the car. Then I hear:
"It makes my face feel so tight!" followed by laughter.

I glance in the mirror and ask what she's putting on.
It's Sol De Janeiro Bum Bum Cream. Yes—the cream designed for your bottom to reduce stretch marks. On her 13-year-old face.

Let that sink in.

How Did We Get Here?

TikTok and YouTube didn't just change how kids learn — they completely rewrote who they learn from.

Instead of parents, pediatricians, or teachers guiding choices, our kids are absorbing advice from influencers barely older than them. And retail is following right along. Sephora, once the domain of adults, is now a hangout for 10–13 year-olds chasing "dewy skin" and "clean girl" aesthetics.

The problem?
These products aren’t made for them.
They’re often not necessary, not safe, and definitely not developmentally appropriate.

The Truth Behind “Clean” Isn’t Always Clear

Clean beauty sounds safe. But not all clean products are kid-appropriate — especially when they include high-potency actives (think retinol, AHAs, or strong fragrances) or are formulated for adult skin, not adolescent hormones.

Worse? The marketing is seductive: bright packaging, yummy scents, and viral status that turns skin care into a status symbol.

What we’re seeing is less about skincare — and more about identity.

So What Do We Do?

As a brand strategist and founder, I’ve spent years helping wellness brands rise above the noise. But as a mom, I also know this isn’t just a business opportunity — it’s a moment to do better.

We need to create:

Products designed for kids’ developing skin
Messaging that empowers informed choices, not peer pressure
Brands that speak to both parents and tweens with honesty, science, and respect

This means educating, not just selling.

It means building a movement that doesn’t shame kids for wanting to feel confident — but redirects that desire toward health, knowledge, and self-love.

It means making healthier choices feel cooler than trends.

As Brand Builders…

We can’t slow the pace of TikTok or stop kids from walking into Sephora.
But we can build something better — and give them a reason to pause, think, and choose differently.

Because at the end of the day, what our daughters put on their faces isn’t just about skin.
It’s about identity, confidence, and the stories they’re telling themselves.

Let’s help them tell a better one.

Coming Soon: A New Kind of Tween Skincare

I’m working with a client on something I believe in deeply — a skincare and cosmetic line for tweens and teens that’s not just clean, but truly safe, supportive, and empowering.

Designed with science, guided by parents, and made for this next generation of changemakers.