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Sephora Kids: What Anti-Ageing Skincare Is Doing to Children
Because the customer has changed. It's no longer sixteen-year-olds with spots. It's ten-year-olds — sometimes seven-year-olds — clutching £68 serums, filming elaborate multi-step routines for TikTok, and using potent anti-ageing ingredients on skin that is, developmentally, a baby's.
We've started calling them "Sephora kids," and it would be amusing if it weren't so harmful.
Let me explain what's actually going on, and — crucially — what the new evidence shows.

The concept of “Instagram face” is not a new one, but has received more recent attention as Meta has banned filters that encourage plastic surgery. Awareness of the role that social media and photo editing plays in aesthetic medicine is incredibly important for both clinicians and patients. The influence of social media can be incredibly negative, and it means it’s more important than ever to navigate between good, ethical medical practice versus “selling” cosmetic procedures.