Going to Sephora is a nightmare now. Not because of shrinkflation, or overstimulating aisles, but due to the sudden surplus in Gen Alpha or “Sephora Kids” packing the store. These children are responsible for popular skincare brands flying off the shelves — products that are made for adults but appeal to younger generations. Take Drunk Elephant, for example, a “clean beauty” skincare brand founded by Tiffany Masterson in 2012. Generation Alpha takes an infatuation to their vibrant packaging and usage of young influencer marketing to sell their product.
Business is booming for these companies that target the “Sephora Kids” demographic. Unfortunately, Drunk Elephant is a privately traded company and therefore no stock price information is available. However, the brand e.l.f. Cosmetics, which also markets to kids and tweens alike, saw a stock price jump of 203% from 2023 to early 2024. Not only that, but this market is expanding; the “Baby and Child Skin Care Market” is expected to have a Compound Annual Growth Rate of 5.74% from 2025-2029; the number of users in said market are expected to reach one billion by 2029.
There is an issue with marketing a line of adult skincare products to younger individuals — these kids are using harsh chemicals that their pre-pubescent skin barrier cannot withstand. Products containing exfoliating acids and retinols are too abrasive for children, who tend to have thinner and more sensitive skin barriers. In response to widespread online concern, Drunk Elephant released an announcement on Instagram explicitly stating which of its products are best suited for children.
In regard to anti-aging products, retinols are not the only popular method. “Frownies,” formerly known as “Wrinkle Eradicators,” are a non-invasive form of face tape and have been around since 1889. They are used on various parts of the face at night to prevent wrinkles and are made from “natural weighted unbleached Kraft paper [and] water activated starch based adhesive” according to their website. Upon application, face muscles are held flat and muscle tension is allegedly reduced to correct existing lines and prevent new ones from forming by inhibiting facial expression. Frownies have recently gone viral on TikTok, amassing over 341 million views and were named Forbes’ “Beauty and Wellness Trend That Will Dominate 2025.”
Preventative botox is another hot commodity among younger generations. Preventative botox is the injection of botulinum toxin, typically in the face in order to reduce and stop premature wrinkles and fine lines from developing further. The neurotoxin prevents muscles from contracting, thus halting the formation of wrinkles. While traditional botox is injected into the face where wrinkles are already present, preventative botox is injected into relatively smooth skin to stop the wrinkles from forming. While the age and frequency of treatments varies from person to person, preventative botox is generally meant for people who are younger and not yet eligible for traditional botox. However, doing too much too soon can actually have adverse effects. A surplus of botox on the forehead can cause the muscles to become weaker and flatter, making the skin appear looser and thinner over time––accelerating the aging process.
Preventative botox doesn’t make sense because the use of the word “preventative” implies that you will one day no longer need regular botox, since it’s stopping you from getting future wrinkles in the first place. However, this is not the case: you must keep getting botox in order to maintain your youthful appearance — wrinkles will still form after stopping it. Similar to the Sephora Kids market, this is actually just opening the botox market to a younger demographic, allowing cosmetic doctors to profit off of young adult insecurities.
Whatever happened to just plain old sunscreen? So many people do not have the privilege of living long enough to get wrinkles. How beautiful is it that we get to have visible signs of living a good life? Lines from days spent grinning from ear to ear, folds from truly feeling. So, experience. Let yourself feel the pendulum of emotions that life throws at you with full force and enjoy every minute of it. Be proud of the corrugations you have to prove it. How lucky are we to have emblems of a life well-lived? Age proudly; not everyone gets to. Boast the wisdom that is symbolic of what lives within you. We as a society should relish in the privilege of one day getting to resemble our ancestors.
Zora Rodgers is a junior studying film, television, and theatre. She's from Falls Church, Virginia and has the pajama pants to prove it. When not watching the TODAY Show or writing, she can be found wearing too much perfume and spending her NBC paychecks on SKIMS. You can reach out to her at zrodgers@nd.edu.
