"Sephora Kids": How Kids Are Driving the Skincare Market

I have a 9-year-old niece, and like most kids her age, she's obsessed with TikTok. Recently, she posted a video showcasing her skincare routine, and I was blown away by how complex it was. We’re talking about multiple steps, products, and terms like "hydrating serums" and "moisturizing creams." It got me thinking— maybe this isn't just a personal obsession, it must be a trend.

Turns out, she’s part of a growing market: the Baby & Child Skincare sector. It’s not just a fleeting interest—kids today are dealing with skin issues much earlier than previous generations.

Introducing The Sephora Kids

The "Sephora Kids" trend refers to a growing movement where young children, particularly tweens, are getting involved in elaborate skincare routines, often influenced by social media platforms like TikTok.

These routines mimic adult skincare practices, with children using multiple steps and expensive products from brands like Drunk Elephant and Rare Beauty by Selena Gomez. Some kids even film "Get Ready With Me" videos, showcasing their skincare regimens.

However, dermatologists are raising concerns, as many of the products used in these routines contain potent active ingredients like retinol (if you're over 25, you know what I'm talking about) and exfoliating acids, which can be harmful to young, delicate skin. Experts are advising parents to guide their children toward using mild, fragrance-free, and hypoallergenic products that are specifically designed for young skin.

And this trend isn’t confined to the U.S. The global Baby & Child Skin Care market is projected to hit $52.3 million in 2024, with major revenue coming from the U.S., South Korea, and China, according to Statista.‍

Why is this happening?

Part of the reason for this shift is the declining age of puberty. In the 1980s, the average age for girls hitting puberty was around 12.5 years; today, it's closer to 10.5 years.

This has driven earlier adoption of skincare products, with brands designing products specifically for kids as young as six. These products help protect young skin, which is often more sensitive and prone to issues due to lower sebum production

‍Petite Skin Co. affirms: "Children are experiencing skin changes as early as six years old, with blackheads, congestion, and breakouts becoming more common among pre-teens aged 7-12".

Main brands surfing this wave

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Globally, we’re seeing brands raise significant capital to ride this wave. In the U.S., Petite ‘n Pretty—a Beverly Hills-based beauty brand for tweens—raised over $15 million to expand its offerings.

Australia isn’t missing out on this trend either. Brands like Petite Skin Co and No Nasties Kids are gaining trust among parents for offering safe, natural skincare options for kids. While revenue figures aren’t public for these companies, their impact is undeniable
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Beauty is for everyone

What’s most interesting is that this isn’t just a girl-centric trend. According to Mintel, Around 69% of boys aged 9-17 in the U.S. are using beauty products, whether it's skincare, lip care, or hair styling. This shift represents a broader cultural movement towards inclusivity in beauty, driven in large part by platforms like TikTok.
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As The Digital Native newsletter explained really well:

It’s stunning to watch the speed with which norms are changing. Gender, masculinity, and sexuality are each becoming more fluid, more complex, more multi-faceted. We see this is in celebrities like Elliot Page and Sam Smith coming out as non-binary, in the ways that Billie Eilish and Harry Styles dress, in Gen Z men (many straight) wearing make-up and jewelry.

This market isn’t going anywhere—if anything, it’s just getting started.

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Leila Oliveira is a Scouting Manager at Antler, the world’s most active early-stage VC. She works closely with ambitious founders from day zero, helping them validate ideas, find co-founders, and secure pre-seed funding. Brazilian-born and Melbourne-based, she’s passionate about backing outliers, building community, and making venture feel a little more human.