It is a universal truth that every generation complains about the generation that follows them. But just as kids flock to skincare displays, Gen Z’s disdain for Gen Alpha is flocking to the internet.
Only a month into 2024, a new cultural phenomenon is beginning to emerge. One of them is the rise of his 2024 “Sephora Kids” equivalent to the famous “Charlie and the Chocolate Factory” Veruca Salt.
Essentially, hordes of Generation Alpha kids are raiding Sephora stores across the country, buying anti-aging products, ruining sample displays, and disrespecting both employees and their parents along the way.
Multiple Sephora employees have documented their horrifying experiences on TikTok, including user @natsodrizzy who witnessed a young girl forcing her mother to buy $500 worth of products.
Aside from the overall disrespect this girl showed her mother by refusing to take items out of her cart, the items she brought to the register were particularly eye-opening. One of them was Viktor & Rolf’s Flowerbomb perfume. This alone costs $96 for a standard size bottle at Sephora.
A child who thinks he needs perfume in the first place is perplexed in itself. Adding insult to injury, the idea that a child would force their parent to buy them fancy perfume is ridiculous.
This phenomenon has caused a lot of concern among older generations, raising questions about the dangers of consumer culture and gentle parenting.
“The problem isn’t the kids, it’s the parents,” said @natsodrizzy. her TikTok. “These little girls have never heard the word ‘no’.”
In fact, Generation Alpha was born in an era of rapid globalization of the Internet. They are culturally adapted consumers who have access to the internet and, most importantly, influence. Therefore, they are more likely to follow clothing and makeup trends, even if the trends don’t match their age group.
Rather than teenage pop culture idols, Gen Alpha is reaching out to influencers in their early to mid-20s like Alix Earle. In that sense, young girls are paying attention to concepts and trends beyond their age group and are drawn to mature stores like Sephora.
To be honest, I didn’t even know what Sephora was until I was 12 years old. Frankly, I thought stores like Claire’s and Justice were luxuries. Watching Sephora evolve to replace Gen Z’s childhood store is depressing, to say the least.
But the combination of “gentle parenting” and consumer culture is a recipe for ultimate disaster.
Gentle parenting revolves around the idea that a child’s feelings, especially the motives behind those feelings and misbehavior, should be acknowledged without actually punishing the child. But there’s a fine line between gentle parenting and no parenting at all, and that’s the debate brought up with the theme of “Sephora Kids.”
It’s simple and clear. If children are allowed to push their parents around or make the final decisions, that’s not parenting. How can parents justify putting pressure on their children to buy luxury products and, above all, anti-aging skin care?
One of the over-obsessions of “Sephora Kids” is retinol. Retinol is a type of vitamin A that is added to products with anti-aging benefits.according to USA TodayDermatologists are very concerned that children are using skin care products they don’t need.
One dermatologist, Dr. Brooke Jeffey, said in an interview with USA Today that retinol is one of the main ingredients that can damage children’s skin. She also added that retinol can make the skin more susceptible to infections and weaken the skin’s barrier, making it less effective at protecting against UV rays and pollution.
So not only are Millennial parents allowing their children to buy expensive Sephora products, they’re also putting their children at risk.
So why should we care about the “Sephora Kids” concept?
In reality, “Sephora Kids” is just the tip of the iceberg in the conversation about why a well-parented childhood is so important. Childhood is the time when you should learn how to deal with your emotions and learn life lessons through your mistakes. Children who are not told “no” will be unable to control their emotions in the future when they are unable to get what they want.
Yes, it’s important to acknowledge your child’s feelings, but your child also needs to understand when they’re wrong, and it’s your responsibility to be the authority in that regard. It’s possible to have a nurturing relationship with your child while still setting firm limits, but I feel this may be a common misconception among Millennial parents.
Of course, there is no one right way to raise a child, but it is very important for raising children.