Sephora has become a playground run by swarms of extremely young girls cluttering the aisles and harassing the employees. Fortunately, we're not the only ones who have taken note of this insane phenomenon. In the last week, hundreds of outraged regular Sephora customers have taken to TikTok to talk about their insane interactions with these children.
It all started when Gianna Caldera posted a video speaking about her experience with a ten-year-old girl who happened to grab the last box of the Drunk Elephant Glow Drops at the same time Caldera was reaching for it. Not only did the ten-year-old make a snarky remark saying "Ha! Beat you to it!", but when Caldera tried to nicely ask if there was any way she could have the product the ten-year-old said she would only give them to her if she got the Gucci ring Caldera was wearing. After Caldera laughed and said no the ten-year-old girl said "At least I don't have to play connect the dots on my face" and stormed off.
The video immediately blew up, gaining 15 million views, and 3 million likes. This caused a multitude of other customers and employees to come forward sharing similar experiences in other Sephora stores.
Makeup Artist, Dane Alexander chimed into the conversation recounting his personal experience with three young girls whom he overheard complaining about their parents only giving them a certain amount to spend. The same three girls interrupted his shopping experience by approaching him in the Rare Beauty aisle and saying “Can you move?".
Natalia Noelle, a Sephora employee spoke about her experience working the cash register and had two girls who couldn’t have been more than 11 come in with their mom. Noelle made a point to call out the "Parents who aren't parenting" by refusing to tell their kids no. The two girls checked out separately with the first one's total coming to $500 which the mother happily paid. The second girl’s total was right under $900, fortunately even the mother recognized that it was an insane amount for an 11-year-old to be spending. After a few minutes of heavy arguing back and forth between the two, they removed a few items which brought the total down to $500 which she happily paid. Noelle ends the video by saying "Nothing is going to change until the parents change", which emphasizes the point that the parents of this younger generation are enabling these irresponsible shopping behaviors.
These girls are all after brands like Drunk Elephant, Glow Recipe, and Rare Beauty all of which make products with ingredients that girls of such a young age don’t need to be putting on their faces. These products not only contain ingredients that adults use to prevent aging, such as retinol and niacinamide, but could also cause long term damage to their developing skin barriers.
Some customers have also seen that these young consumers are smashing the free testers all over the store and opening products to use as a tester if there wasn’t already one available. This has caused many Sephora locations to remove testers altogether for certain brands, and even have employees spend their whole shift watching over certain sections; Specifically Dior, so the product isn’t damaged or stolen. All locations have also completely removed fragrances. The shelves are now lined with testers, but consumers must ask an employee for the product if they wish to purchase it.
While many have taken online to offer Sephora solutions they have yet to respond to their upset customers. At the end of the day even if these young shoppers are disrespectful and entitled, they’re coming to these stores armed with their parents' credit cards and buying the most expensive products. While frustrating for many, it is highly unlikely that Sephora will try to alleviate the situation unless they eventually stop making such a great profit from these young girls' consumeristic habits.
While the parents play a big role in their children’s behavior, in the case of the Sephora Epidemic, social media plays an even bigger role. These young girls are constantly exposed to GRWM’s, makeup tutorials, Sephora hauls, and much more mature content which fuels them to want to be like these much older influencers they are watching.
In just a decade we have seen such a massive shift in society. Ten years ago kids their age were shopping at Claires and Justice and fiending over Rainbow Loom. Now for Christmas, they’re receiving the new iPhone and hundreds of dollars worth of skincare. It's a good thing that the conversation is happening, however between the time spent on social media and the already current craze over Sephora it is unlikely the ten-year-old epidemic will die down anytime soon.