10-Year-Olds' "Sephora Takeover" Gets WORSE, Sephora Claps Back

You’ve been coming to Sephora for years: birthdays, holidays, hey, maybe even a splurge here and there— I mean, you’re only human. But today, as you stroll through the aisles of the store, something’s different. The employees that meet your gaze look drained. The formerly pristine displays that used to glisten now feature test products that are smudged, broken, and for the average person concerned with hygiene, completely unusable. Some application stations are even barricaded by tape. All over

the internet lately, you’ve been seeing warnings of what was happening. All the while telling yourself it was being blown out of proportion. It couldn’t be happening everywhere. Not your Sephora. That’s when you begin to take notice of your fellow shoppers, most of whom look like they must have mistaken the beauty retailer for the Build-A-Bear on the next level. The rumors are true, what used to be your safe space for self care and retail therapy— has turned into Gen Alpha’s playground. But don’

t worry. Sephora has just announced that they are done playing along. I’m in Sephora right now and I’m gonna count how many 10-year-olds I see. One. Two. Three. Currently walking past a ten-year-old getting her eyebrows done. Seven. Eight. There’s a group of ten-year-old boys in here now and they’re f—ing around with the lipstick. 10. 11. 12. Just when you think the cosmetic industry has zeroed in on their youngest possible clientele with preventative, or rather “baby botox” . . . In America bot

ox used for people aged 19 or younger grew 75% between 2019 and 2022 and 71% for adults aged 20 to 29. And their war launched against the babyface . . . Those wanting a more chiseled look undergoing buccal fat removal, the cheek defining procedure taking over social media with even celebrities like Chrissy Teigen revealing their results. A new, younger demographic has emerged. Meet the aptly dubbed “Sephora kids,” a group of pre-teens that has seemingly swung straight from the monkey bars into t

he aisles of the beauty franchise. (Mom) What did you just say? (Kid) It’s my home. (Mom) Your home? And while these youngsters can be found roaming various sections across various retailers from Ulta to CVS, their haunt of choice is undoubtedly the Drunk Elephant counter— a brand Glamour recently described as the latest “tween obsession.” (Mom) What’s your favorite skincare brand? (Kid) Skincare? (Mom) Yeah. (Kid) Drunk Elephant. (Mom) Drunk Elephant. But even if these little ‘uns have escaped

your notice, it’s hard to ignore their aftermath. See, Sephora kids aren’t just window shopping— they’re testing. And unfortunately for shoppers, the typical swatching and blotting isn’t going to cut it for these tweens who want a more . . . textural experience. Specifically, they’ve become known for using the convenient push-top applicator on certain Drunk Elephant products to create concoctions called “skincare smoothies”— an inedible mixture of skincare and makeup. And while some kids clean u

p their experiments after they’re done . . . As the state of the Drunk Elephant testers would suggest, many do not. But of course, it isn’t just Drunk Elephant that’s been contaminated in the wake of the Sephora kids. Recently, products across various retailers and brands have been stained, drained, broken, and cracked due to mishandling and misuse— a mess that social media’s attributed to these tweens. However, Sephora kids aren’t just playing with this expensive skincare and makeup, they’re bu

ying it as well— or rather, their parents are. This is the only, my favorite set. I only have it in the mini one so I’m gonna get the big one. And while their guardians might not sign off on every purchase . . . (Reporter) What do your parents think when you said, “I want skincare for Christmas.” (Girl) They kind of like, pause for a second and they’re like, “Um, do you need it?” (Mom) What are you gonna get Ruby? You don’t have enough on your card for that. (Kid) Stop! (Kid) Please, I pinky pro

mise I’ll pay you back. This will mean a lot to me. (Mom) No girl, you’re not gonna get anything. It seems persistence, in this case, might be key. After all, there’s a reason why companies a re cross-branding their cosmetics with children’s books and tv shows . . . and it has less to do with nostalgia and more with the desire to cash in on this burgeoning demographic that’s already projected to create a massive influx in sales. See, data from Statista suggests that both the child and baby skinc

are market is projected to grow 7.71% annually until reaching $380 million worldwide in four years. (Reporter) Show of hands for who has skincare on their Christmas wishlist. Everybody. (Girls) *Laugh* And given the extensive cosmetic collections these tweens are accumulating that rival those of adults, it’s not hard to see that Barbie Dream Houses are out and Sephora is in. These are my pallets for eyeshadow, these three. Then uh, my concealer. Some glitter, foundation, two mascaras, um highlig

hter, then my beauty blenders. That’s all my makeup. This is my skincare, ready? This is my eye pads. I'm getting a mini fridge soon so they’ll go in there. But why are kids being drawn to cosmetics in the first place? Well, while some have theorized their interest in brands like Drunk Elephant has more to do with its colorful packaging than anything else, as the findings on one TikToker’s social experiment on her six-year-old daughter suggest, that doesn’t appear to be the case. I was really cu

rious as a marketing girly if these kids are flocking towards these specific products in drones because of how they look or if it’s because of cultural influences and the social validation they get from using them. that doesn’t appear to be the case. Yep, as per usual, in order to get the memo you need your finger on the pulse, or more importantly, scrolling through your For You Page. It all seemingly started when Kim Kardashian’s daughter nine-year-old North West posted her skincare routine to

TikTok in 2022— a post that proceeded to go viral and inspire a rise of tween “skinfluencers.” And just like that, a vulnerable subset of users uncomfortably stuck between childhood and teenage autonomy, became hooked on these “get ready with me” videos . . . and the expensive products they featured. (garzacrew) Get ready with me only using Drunk Elephant. Now let’s rub a dub dub. Oh my gosh! It’s so refreshing like, this Drunk Elephant, I have to rate you 10 out of 10. (Younger Daughter) Daddy,

I need one more dollar for this. (Older Daughter) All I watch is girls that do their face routines on TikTok. (Younger Daughter) Please— (Older Daughter) And I’ve been seeing this and I want it so bad. As associate professor of marketing at Georgia State University's Robinson College of Business Denish Shah put it in an interview with BBC, And so, it’s not branding that’s doing the heavy lifting in the trend but the lethal mixture of insecurity and online exposure that’s “really driving the sal

es in these younger demographics.” A new report from the Dove self-esteem project found that nine in 10 children are exposed to toxic beauty content on social media apps. However, the invasion of the teeny-boppers hasn’t come without complaints. Makeup customers are fed up, they are flocking to social media complaining about tweens overrunning beauty stores, buying pricey skin care products. Yes, if you’ve been on TikTok, you’ve likely seen the backlash as users flood the platform with storytime

s that retell their unpleasant run-ins with Sephora kids. I’m sure by now you guys have heard about the little, like 10-year-old girls in Sephora I wanted to share my story. Storytime on how I almost threw hands in Sephora. Get ready with me while I tell you more about these crazy 10-year-olds at Sephora. There’s one thing I don’t understand and that’s little 12-year-old girls at Sephora that traumatized me today. They scarred me. For life. I am a victim, a victim, of 12 and 13-year-olds inside

of Sephora. And the tropes of these tales that carve out a deeply unflattering stereotype of the average pre-teen shopper are hard to ignore, from the reported callous disregard they show for other customers . . . And these kids are ruthless, like I was getting side eyed, like getting cut in front of. They’re, they’re ruthless. It was like 20 minutes of pure torture, pure abuse for me. And so I’m just minding my own business in line and then there’s a woman, maybe like 35, 40 that’s like, checki

ng out at the counter in front of these girls and I could hear the girls whispering and talking about how ugly she was, how ugly her hair was, and how bad her skin was. Their disrespect towards employees . . . This little girl came up to me obviously asking if we had the Drunk Elephant Bronzing Drops. This was the time when they were so incredibly viral that they weren’t in stock literally anywhere so I told her that no we didn’t have them but I have some really good “dupes” or alternatives that

I could show her if you’d like. The second I said that this girl had this just look of like, pure disgust on her face. This girl looks me dead in the eyes and goes, “Are you effing kidding me?” And their misuse of merchandise. I thought y’all were lying! The lord can vouch for me. I thought you guys were lying! They start knocking stuff off the Glow Recipes shelf, it wasn’t Drunk Elephant this time, but they started knocking stuff off the Glow Recipe shelf! And laughing! Unsurprisingly, these S

ephora spawned horror stories have some customers no longer feeling welcome at the retailer . . . (Voice 1) Am I too old to be here? (Voice 2) What? (Voice 1) Am I too old to be here? (Voice 2) No, of course not. (Voice 1) Does it look weird that I’m here? Others calling for vigilante justice . . . Um, you can be mean to kids. Um, it’s not illegal, you can’t get in trouble for it. Um, if they're being a c— be a c— back. And while it wasn’t every tween, some were making the situation worse than i

t already was. In one instance, at least two of the three young customers at this particular Sephora were seen using makeup to alter the color of her skin— what many attributed to as blackface. While some have questioned if it was a mud mask, it is worth noting she is standing in front of the foundation display. And as one user pointed out, they ran away when they realized they were caught on camera. So shameful. This is so shameful. Like. A mother or guardian who was with the group also didn’t

seem to care. (Mother) *inaudible* (Confronter) No, I walked over here and you’re about to take a picture of *inaudible* (Camerawoman) Like, this lady has no shame. (Confronter) You want to document this? Go ahead. *inaudible* Let alone how incredibly offensive this is. With all this chaos, a good number of people were looking for reform. Indeed, the Sephora website is brimming with complaints and calls for the company to take action. But for some, their dislike for Sephora kids isn’t about any

in-store behavior, rather it’s what these children’s interest in adult skincare and makeup seems to say about the world we live in. As these shoppers appear to be getting younger and younger . . . *Gasps* Oh my goodness. Internet users find themselves coming back to the same sentiment adults have used to describe the youth for generations— kids are growing up too fast. These critiques point out that back in the good ol’ days, you know, when the closest thing to social media was Club Penguin, chi

ldren weren’t ambushed by content designed to make them feel inadequate. Pink eyeshadow, pink lipstick, blush. Get this sh— out of me! Get ready with me while I- *Overlapping audio* Tell me how I went to Sephora yesterday and there was a whole bunch of like little 10, 12 year olds. Rather childhood was about hopscotch, roasting marshmallows, and other activities that now seem prehistoric compared to Gen Alpha’s increasingly virtual adolescence. This is the first generation who have fully grown u

p digital and that is key in terms of influencing their consumer choice as well. As for makeup, well, while some have pointed out that they too engaged with it as children, the products weren’t exactly Sephora quality. Instead, it was cheap, colorful, and full of impossible-to-remove glitter— all seemingly in keeping with the spirit of childhood. Makeup for 10-year-olds in the early like, 2000s was literally straight lip gloss with some glitter. Lip gloss and glitter. Skincare too was low cost a

nd simple, often only consisting of water and a towel, or if you were feeling fancy, an affordable cleanser or a makeup wipe. But now that pre-teens are buying products that high schoolers pick up part-time jobs to pay for, concern has grown that today’s kids are bypassing the character-building growing pains and experimentation experienced by previous generations. (Girl) And then from that haircut I’m gonna— (lucassssbb44) This girl is getting ready for a Bat Mitzvah, so that means what she’s l

ike 12, 13? When I was 12 and 13 I did not have f—ing Drunk Elephant moisturizers. Like, I was literally probably using the Clean and Clear, like Orange Burst like, cleanser like once a month maybe if it was just in the shower and then would take the blue astringent on like, a cotton ball and just smear it and like, my skin was so stripped I don’t even think I knew what moisturizer was. (elliotloudd) You know what I was doing at 10? I was filming myself with my mom’s flip phone pretending I had

a YouTube channel. That’s what they should be doing right now. (katelivingoutloud) I wore a pink bandana around my thigh like some kind of weird over-the-jeans garter ‘cause I thought it looked cool. But I feel like kids would get so flamed for that sort of thing now, you just, you can’t try new stuff and part of being a teenager and figuring out who you are is trying on lots of different hats, doing lots of different things. It feels like everyone’s watching you now. Mainly however, these criti

ques of Gen Alpha’s new shopping habits boiled down to four main points of concern, the first being overconsumption. Yes, it appears tweens are gearing up for a very near and, ultimately, glamorous apocalypse . . . or at least thats what the beauty sections at various retailers suggest, as the shelves once lined with products now pad the collections of young girls. I have like, a lot of cleansers, toners, moisturizers, like, a million face masks. I have a lot of stuff. Naturally, this is to the

frustration of veteran Sephora patrons— especially considering how long these products are meant to last. So I want you to remember when your 10-year-old, 12-year-old, whatever younger than that, daughter comes up to you and says “I need a new one” I want you to look at it. Open it up, take a good long look . . . and then ask yourself, does she need a new one? And the answer . . . is no. Yet, restraint doesn’t seem to come so easily to these adolescents, as one user commented: While another wro

te: And despite the fact that these purchases often come with a hefty price tag . . . So I finish scanning all of her products and her total came out to almost $900. These tweens don’t always take kindly to their splurges being called out. I’m just like, “Hey I see that you have three Glossier lip products, like, and they’re all the same flavor like, Did you want all three?” And the mom looks at me kind of like saying like “Thank you” and then looks at the little girl and she’s like, “Yeah, I kn

ow that there’s three.” I said, “You’re right. You’re right. There’s three, I’m sorry.” Stupid, stupid f—ing thing of me to say. But then again, it all comes down to mommy and daddy’s dime, doesn’t it? And with that, we come to the second point of concern: See, these cosmetics-obsessed children didn’t just spontaneously generate out of thin air. And that means that behind every Sephora kid is a Sephora adult, who according to certain social media users, consciously or not, is cosigning their chi

ld’s behavior. (Employee) We’re all out of those. We have the goldy drops right there. (Kid) No but I want the bronzing drops. (Employee) We don’t— (Mother) The bronze ones. (Employee) We don’t have any more in stock, I’m sorry— (Mom) Ugh, what?! (Kid) Mom! Yep, while parents might put the onus on influencers for inspiring Gen’s Alpha’s taste for all things beauty . . . I think social media has a lot to do with it, so I think Instagram, TikTok, sharing things on social media, watching um, YouTub

ers, celebrities’ children. Creators are hitting these adults with one big “back atcha.” After all, from their perspective raising Gen Alpha doesn’t exactly fall into an influencer’s jurisdiction. . . As someone who has followers on TikTok it scares me because I don’t want to promote this to young children, but then again it’s not my fault these parents are letting their eight-year-olds have TikTok. Which means that when it comes to funding these budding skincare and makeup addictions. . . (Reta

il Reporter) I had one dad tell me that he’s spending a thousand dollars a month on his daughter’s skincare. (avery22w) These little girls have Amex cards in their hand— Amex cards. Their parents gave them Amex cards. (Sephora Kid) Can you like, just count this for me please? (gigipimpin) Oh. *Laughs* And teaching the proper in-store etiquette . . . (elliana.em) The issue is not the fact that they’re in Sephora, the issue is their behavior. (Debater) If you are giving your children the liberty o

f, of saying you can have whatever skin care products you want and you can use it in whatever way you want and I’m not going to have basic conversations about how you go into stores and how you behave then you’re often going to get children that are going into stores and that are doing horrendous things. (benblue01) The mothers are enabling these kids to grow up and become horrible people that walk into retail stores and just ruin everything and then leave. According to some critics, the reporte

d entitlement of these shoppers falls on their parents. But then so too should the responsibility of knowing what’s in the products their children are buying. Ultimately, I think we fail to realize that it’s not a content creator or influencer’s fault. It is the responsibility of the parents to monitor what their children consume and be diligent and do their own research. And that brings us to the third point of concern: the products themselves—which as it turns which as it turns out, aren’t for

mulated with children in mind. aren’t formulated with children in mind. In fact, dermatologists have noted that while children learning about skin health from a young age, at its core, is a positive . . . Skincare, like, gets you into the habit of like, washing your face and doing all these stuff that would, like, help your skin make it better and cleaner. When it comes to the multi-step Sephora-filled beauty routines these tweens are building . . . I just died a little. Why does this adorable 1

1-year-old need makeup, and a skincare routine which is more complicated than mine? The products they’re using often contain harsh chemical exfoliants and anti-aging ingredients like retinol that cater to the collagen loss, fine lines, and wrinkles in mature skin— not kids who haven’t so much as experienced their first pimple yet. And unfortunately, the results can be disastrous. According to a Reddit post from a Sephora employee, a 10-year-old who came into their store with her dad tested Drunk

Elephant’s Babyfacial and Glycolic serum, the two products from the brand that “contain the highest concentration of AHA”— a chemical exfoliant. they wrote. The employee claimed they tried to dry the customer’s skin and apply a soothing facial spray and moisturizer to her distressed skin, yet she continued itching and scratching her cheeks in discomfort. they wrote. And while these youngsters might feel like they’re taking preventative steps, similar to the perils of baby botox . . . Doctors sa

y too much botox can age you, it curbs the use of some muscles, their size decreases and muscles waste away. These products can have the opposite effect when applied to skin not equipped to handle them. This is because the skin of a pre-teen and the skin of an adult are simply different. In general kids have slightly thinner skin and slightly more sensitive skin, more permeable skin barrier that allows water to leave the skin more easily. They’re more prone to irritation and dryness. And in pedi

atric skin, ingredients like this can cause anything from breakouts. . . What’s happening is they’re using products that break down the skin barrier and cause rashes, irritation, acne even where they never had a problem. To skin damage. That inflammation can cause actually premature aging long term. And these dangers aren’t just aesthetic. Chemical exfoliants, retinol, and other ingredients can leave skin susceptible to sun damage when not paired with spf, leading to premature aging, or worse. T

he long-term damage is that if they accumulate UV exposure they’re going to eventually be predisposed to skin cancer. And lastly, we come to the internet’s fourth point of concern: the sudden lack of safe spaces for tweens. See, back in the day pre-teens had their own stores to frequent, that catered to youthful sensibilities as well as their disposable spending change. However, as of 2024, many of those businesses no longer exist. Everybody keeps talking about how it’s 10 and 12-year-olds in Se

phora and Ulta but they’re not talking about how there’s no tween stage of life anymore. Once you turn like 10, 11, 12 you start jumping and doing stuff that you do like, at 17, 18 because there’s no gap in between because everybody forgot about the fact that kids are children even as teenagers. I was a Limited Too girl, was a Claire’s girl, I was a Bobby Jack girl. All this, it’s gone. And so, with no other options, do Sephora kids really have a choice? As adults it’s our responsibility to be

focusing on the real problem here and everyone is making fun of the Sephora kids for trashing the samples and making these Drunk Elephant smoothies, I get it. I get what they’re doing here. Kids these days don’t have any joy. This is all that they have, like, we have to solve that for them. But without any solutions, like it or not, these are circumstances Sephora employees have just had to brave . . . until recently that is. Be it attempts at guidance met with disdain . . . So I was like, “Yeah

we do but I want to let you know like, this is a very strong serum you really probably don’t need it for your young skin.” *Laughs* She looks at me and goes, “Yeah, I really don’t care what you think or what you say, I want it so I’m gonna buy it.” Comments that cut a little too deep . . . I’ve literally had children laugh in my face, make fun of me to my face, talk down on my skin or my makeup. They’re actual bullies. What am I gonna do? Beef a child? Yes, but I’m on the clock so I can’t. Or n

ext-level clean-up jobs that weren’t in the job description . . . (delaneykalea) Is anybody teaching their children manners anymore? This is not a tester, so we can’t sell this now. Sephora employees are not your babysitters. Sephora workers have taken the cons that come with their new customer base on the chin— whether they wanted to or not. Recently however, it seems employees have had enough. And since they can’t put shoppers in timeout, they’ve come up with other ramifications for Sephora ki

ds. Take for example the experience TikTok user bethanyxking had when she took her daughter and resident “Sephora kid” to the store where they were treated more like nuisances than customers. she captioned the post. And as further measures are taken, including taping up applicator stations . . . Sephora ain’t cool with you little kids no more, okay? That’s not all. Remember those Sephora complaints about enforcing an age limit? They have gotten many, many emails from people about this whole cris

is, you could say. Well, there are rumors this is in the talks for certain Sephoras and Meccas. If you are under 14, you won’t be allowed in. Some stores may even section off their shop into an area where kids can go and buy those products. If you look too young, you will have to show ID. You can buy the products online. So . . . It seems that the Sephora kids’ reign of terror might finally be coming to a close. But then again, is the issue of tween shoppers as serious as social media makes it o

ut to be? Well, not everyone’s in agreement. Yep, amid the online criticism, customers have also jumped to the defense of the Sephora kids by acknowledging that there are respectful young shoppers at the business that don’t deserve the same bad reputation as their peers. And then there are the parents that have taken the initiative to teach the kids how to treat not only the products at the store with respect . . . Show me how you put it back nicely. Thank you. But the minimum wage workers with

basic human decency. (Sephora Employee) I actually don’t have that in stock, I’m so sorry. (Kid) Okay, it’s okay! Thank you! (Sephora Employee) Of course. Thank you for being so polite you guys. You guys are great. Thank you. (Kid) Thank you. You are too. (Sephora Employee) Thank you. As for the critiques of this Gen Alpha’s interest in skincare and beauty, not everyone understands the outcry. Who cares? Honestly I could think of far worse things that kids could be doing. But they’re shopping fo

r skincare, Drunk Elephant, like, makeup, like, I don’t know, that’s safe to me. one TikTok post read, adding: After all, an interest in cosmetics doesn’t necessarily signal the farewell to childhood. Nor is a kid learning how to protect the body’s largest organ an inherently dystopian pursuit. If she can learn to take care of it in a good, healthy way then I’m okay with it. And when it comes to the new trend of recording children at Sephora without their knowledge for social media, it seems som

e critics of Sephora kids aren’t exactly standing on a moral high ground. Why the f— are you filming random kids and posting them on the internet. I understand the whole Sephora kids thing. But it is not okay for grown adults to be bullying children. I’ve seen many videos of grown adults filming children and being like, “Oh my god, like, the Sephora kids are real.” You’re filming children in public. Please think before you post. As for the supposed harmful ingredients in Drunk Elephant products,

founder Tiffany Masterson recently responded in an Instagram post, claiming the brand's products are designed with all skin types in mind— including children’s. She does however follow this by saying that the brands “more potent products that include acids and retinols” are not child-friendly. Commenters however, weren’t convinced that the costly products belonged in a child’s skincare routine. Drunk Elephant decides to play the offensive and say, “Hey, we are for the kids.” And they even gave

a skincare routine, which is down here in the green, of basically what their skincare routine would look like if they did use Drunk Elephant which amounts to $168— no my apologies, that amounts to $186. But as some have pointed out, this isn’t the first time adults have been scandalized by the behavior of the younger generation. After all, aren't the Sephora kids of today just the mall rats of yesterday, loitering around, spending their parents’ hard hard-earned money, and posing a general nuisa

nce to the rest of the population? Even the moral panic surrounding the way the media has forced these children to grow up too soon isn’t exactly unique to 2024. And as cyclical as this outcry is, it won't be long before Gen Alpha is scandalized by the next generation. But while there might be no stopping kids from engaging with trends, that doesn’t mean they have to embark on the mission solo. With the help of feedback from dermatologists, it seems both parents and kids are more informed on wha

t skincare is child-safe . . . (Kid) I have this brightening toner, but I can’t use it. (Babysitter) Why? (Kid) Because it has um, lactic acid. (Babysitter) Oh. (Kid) I can’t have anything with acid. And what a routine should consist of. Cleanser, oil-free moisturizer, lip balm, and spf. That’s all they need. TikTokers have also started taking on the big sister role to help their younger followers navigate what beauty products are right for them. (avery22w) This is what I would get a 10- to 12-y

ear-old at Sephora. It’s not illegal for these 10-year-olds to have Sol de Janeiro. (serenitydawn.123) Instead of buying expensive Drunk Elephant stuff that your kid probably doesn’t need this In Beauty set is great, and a fraction of the price. For now, well, it doesn’t seem like Sephora kids will be going anywhere anytime soon, as a tween recently told Teen Vogue when asked about her age group’s fixation on skincare: And so it seems that so long as there are tweens, there will be industries re

packaging adult insecurities for a new, impressionable consumer base . . . I can see these young girls thinking “I need botox by the time I’m 16,” because that’s the messaging out there. Older generations grappling with whether the interests of today’s youth are healthy experimentation or indicative of a larger problem . . . (Person 1) They don’t need makeup, they don’t need the skincare. (Person 2) I think they’re way too young to even be doing any routine other than using a regular face wash a

nd just using a regular cream. (only.leanna) My main concern honestly is that they are leaving their children up to be raised like creators, influencers, and marketing tactics alike. (Anchor) When your skincare routine starts sounding like cleanse, tone, obsess, do ask yourself this: what will it take to become comfortable in your own skin, quite literally? And those who are defined by their peers, despite doing their best to rise above their behavior. If you’re that age and you’re seeing all th

ese videos and you’re just feeling like, just offended, just know that if you’re not being rude to the employees and the other people around you, that, they’re not talking about you, like, you’re okay. This is the story of Sephora Kids, the latest example of the ever-changing nature of childhood.