Little girls are delighted with the moisturizer and beg their parents to buy them anti-wrinkle cream. Children’s beauty videos are taking over TikTok, with thousands of elementary school students following the platform in the US alone. The trend is focused primarily on products from the French brand Sephora, which is how the trend got its name: doctors warn of medical and psychological consequences for “Sephora Kids.”

In the videos, eight- to 12-year-olds pose in front of a mirror with their hair tied back tightly and simulate makeup lessons while showing off their new beauty products. Like well-known beauty influencers, Sephora Kids tests products from luxury brands, such as $76 (€70) moisturizers. “How can these little girls spend so much money on skin care?” — a Sephora saleswoman commented on children’s videos on TikTok.

American Dermatologist: The number of visits to the dermatologist is increasing

Dermatologists do not believe in using creams and lotions to care for children’s skin. Ingredients like retinol are completely unsuitable for them. American dermatologist Danilo Del Campo sees the consequences in his practice. “There has been an increase in visits to the doctor due to skin reactions caused by improper use of products,” he says. “Many influential people are trusted more than doctors. And most parents don’t understand the risks.”


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The doctor is concerned not only about damaged skin. Some girls also suffered from low self-esteem. “They think they need to fix cosmetic defects that don’t really exist,” Del Campo says of her experience with children.

Saleswomen in Sephora stores are also not happy with new young customers. The video shows ruined vanities with spilled food. The company, owned by luxury group LVMH, did not respond to requests from news agency AFP.

Psychoanalyst: TikTok trend is not a harmless game

Some moms view videos of their girls as harmless games. Psychoanalyst Michael Stora, who specializes in online behavior, accuses parents of using such videos to fetishize their children. The girls in the videos “don’t play with dolls as you might expect at their age – they are dolls,” he says.

Solene Delecourt of the University of Berkeley, California, criticizes that the clips “contribute to very stereotypical portrayals of girls and women online.” Delecourt researches social inequality and in February published a study in the journal Nature that found that online images reinforce gender bias, especially against women. Sephora Kids videos bother them even more. “We are not talking about women, but about little girls who are already subject to strong social pressure,” says Delecourt. (AFP/jam)

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