Think back to when you were 10; your plaid shirts and Converse were inspired by the characters you saw on the Disney Channel, your phone (if you even had one) was mainly reserved for calling your mum, and the most you put on your face was some cheap glittery eyeshadow.
But today’s children – largely young girls – are known as the Sephora Kids or, as Allure crowned them, Generation Beauty.
With some as young as six, they’re often seen in groups, spending large amounts of their parents’ money in the beauty retail store – often on products designed to fight the signs of ageing.
If you haven’t seen them in the aisles, baskets chock-full of Drunk Elephant bronzing drops and Sol De Janeiro Brazilian Bum Bum cream (which cost £35 and £48 respectively), then you’ll likely have spotted them online.
Data from Statista shows that the baby and child skincare market is expected to experience an annual growth rate of about 7.71%, reaching a global market volume of $380m…
