In the chaotic, ever-evolving world of beauty, Sephora stands as a global centerpiece. Upon walking into Sephora, one is greeted by a plethora of aisles and shelves, the store is bursting with various makeups, fragrances, skin and hair care. Within this haven, a troubling phenomenon unfolds. The tranquil atmosphere one used to be met with is now replaced with ten-year-old girls running wild throughout the store, unleashing mayhem wherever they go. 

Unfortunately, the boundaries of the Sephora pandemonium are not confined by the walls of stores but instead reside within the media. Social media’s unparalleled ability to reach young audiences is an active threat to Generation Alpha’s minds. Apps like TikTok promote endless “Get Ready with Me” videos and makeup routines. These videos feed into today’s impossible standards plaguing young girl’s minds. Beauty standards supported by impossibly edited photos on these apps create an unhealthy need for children thinking they must achieve these looks to be desirable. 

This pandemic creates an ongoing cycle of money spent on products that promise things like slowing aging, which has captivated children. This comes down to this idea of “perfection” which in reality physically can’t exist.

We’ve seen these beauty standards manifested in the media for every generation. From the use of corsets to runway models, young girls have always been in search of the perfect body. Sephora ten-year-olds are not the only ones who’ve acted under these beauty standards pushed onto today’s generation. It must be stressed that these young girls are not the problem, but the blatantly misogynistic ideals are to blame. 

Companies are also to blame, with bright packaging geared to tweens that capitalize on the naive minds of Gen-Alpha. When all your peers are drawn into these trends of what makes yourself desirable, it’s tied to these girls’ self-worth and what is considered valuable. At such a young age, this is detrimental to how a person thinks as these internalized values will follow people for the rest of their lives.

While these ten-year-olds were not saved from toxic beauty standards, there’s still hope for future generations. Teaching children to prioritize themselves over standards will combat the  belief that beauty is all that makes one desirable, promoting healthier lifestyles and attitudes. By being mindful of the information tweens are absorbing, we can prevent societal expectations from making their way into minds. We want to give girls the ability to question standards set for them, so they can live a life that isn’t determined by multistep anti-aging routines. The presence of “Sephora ten-year-olds” should serve as a reminder of how impressionable young minds can be and why the mass media surrounding beauty standards must be curbed.