A year on from the so-called Sephora Kids furore, teen and tween interest in beauty shows no sign of slowing down.
Gen Z consumers are spending US$374 a year on beauty, according to the Taking Stock With Teens survey of young US consumers by Piper Sandler.
Interest among younger generations in skin care and make-up hit the headlines last year when viral moments spread on social media of teens running wild in Sephora stores.
Among the brands being picked over were Drunk Elephant and Glow Recipe.
Despite brightly coloured bottles, these brands have several products targeting active ingredients and are squarely aimed at adult issues such as fine lines and wrinkles.
It brought to a head the issue of kids using unsuitable and potentially skin-damaging products.
The moment was a perfect storm, says Tiffany Salmon-Mills, the founder of Glow Hub, one of the original teen-targeted brands that first launched in 2020.
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