Hashtags for Tween Skincare Soar In Midst of ‘Sephora Kids’ Phenomenon

With all the buzz surrounding “Sephora Kids” — a current phenomenon involving underage girls shopping at Sephora for age-inappropriate beauty products — analysts at beauty trend tracker Spate have taken a data-driven approach to grasp this taboo topic, with emphasis on its birthplace: TikTok.

Financial gains, brands' moral obligations and the relationship retailers have with tween beauty enthusiasts are fueling the conversation. 

As of Feb. 4, Spate says Sephora ranks as the fourth most-viewed brand on TikTok, while Ulta stands at eighth, based on average weekly views of their respective hashtags. 

 

Analysts saw an uptick in views for certain Sephora-related hashtags. For example, #teenskin has increased by 13.2% and #skincarefortweens and #momtips by 12.4% — all within the last week. These hashtags are among the top 10 driving demographic growth, highlighting the expanding conversation about adolescents in beauty retail.

 

For Ulta, the trends echo a similar pattern. The hashtag #skincareforekids has surged by 36.1%, making it the leading demographic growth driver among Ulta-related hashtags. A key highlight is a popular educational video featuring an Ulta employee. This video focuses on advising tween girls about suitable and unsuitable skincare products, reflecting the growing demand for informative content in this space.