Sephora Kids
BY KIRAN KHANIJOW

I remember when I was little kid in the 90s, makeup was just something to play around with. Using it every day was kept for the grown-ups, and owning all the  flavours of the Lip Smacker, given to you by anyone who visited the US, was the trendiest thing to do. Today, however, it seems like the beauty industry, society, and social media has swayed young girls into telling them that it’s important to look “flawless,” always.

Scrolling through YouTube a few weeks ago, I saw a pre-teen influencer baking, contouring and using shape tape; creating a full-face ‘glam’ look that also included false eyelashes. The products being used were Mac,Fenty,Laura Mercier and Tarte – the kind of look a professional makeup artist applies on me when I have a big reception party to attend. When I was that girl’s age, all I used was Johnson & Johnson baby powder, because everything else was considered “too mature” by my own mum.

Applying makeup is an art and a form of self-expression, and from an artistic point of view, the girl did an excellent job. However, how much is too much, and how young is too young? Sephora is now filled with tweens and teens, and there is a dangerous trend of 10-year-olds using retinol and anti-aging products. Skin care products like Drunk Elephant and Glow Recipe are so aesthetically packaged that they appeal to young girls everywhere. The products and ingredients however, are not meant for them. Dermatologists, too, have begun talking about this risky practice and the negative effects some of these products have on skin.

How do some mothers guide their growing girls when influenced by beauty trends? Do they set boundaries or give them the green light to use all the products and learn from their own actions? Masala interviewed a few to find out.

DAISY SACHDEV, 49
Baker (@delightsbydaisy)

As a mother to a teen, my perspective on makeup is one of education and caution. Having two daughters, aged 23 and 13, I have seen a remarkable change in skincare and beauty trends. When my older daughter was a teenager, skincare routines were simpler, often limited to basic moisturisers and cleansers. The focus was on clean, hydrated skin. In contrast, my younger daughter is growing up in a world with an array of beauty products and trends, many endorsed by influencers and
social media. This makes it crucial for me to guide her in making informed choices about what she applies to her skin.

My perspective on makeup is that it should enhance natural beauty without compromising skin health. With the
variety of products today, I try to research ingredients before their use. I encourage my daughters to prioritise skin care over
makeup, stressing that healthy skin is the foundation. The three of us share a commitment to natural beauty, but our
approaches differ.

My younger one, influenced by trends, is eager to experiment. I support her curiosity but ensure we thoroughly investigate
products first. Guiding her involves providing knowledge and allowing her to learn through her actions. I empower
her with information about product ingredients and their effects. This approach helps her understand the importance of wise choices while respecting her desire to explore. Disagreements are common, but I handle it with patience and open communication. For instance, if she wants to try a trendy product, we might agree on a trial period to observe its effects. As a mother to a teen in today’s world, my approach balances education, guidance and respect for individuality. By emphasising natural products and open communication, I aim to empower my daughters with the knowledge and confidence to make healthy beauty choices.

PARVEENA KUKREJA, 42
Entrepreneur

It is very natural for little girls that are developing into young adults to become self-conscious and focus on the way they
look. As a mother to two girls aged 9 and 10, I’m very neutral and open to them experimenting on things like skincare and
makeup, as long as the products use natural or homemade ingredients. I try not to worry about products that are used externally, such as for hair, lashes and brows, as these have very little skin contact compared to makeup and skin care.

It is natural to have different perspectives on this. The girls are growing up watching influencers on YouTube who are trying to push sponsored products and drive sales. They are very convincing! The influencers show before and after content, but we don’t know how real it is due to filters and editing. Instead of using sponsored products, I encourage my daughters to make products at home using natural ingredients, and seeing how they feel on their skin. Ingredients such as yoghurt, cucumber, aloe vera, and essential oils usually work beautifully. We make yoghurt and Aztec clay masks and face and lip scrubs. We also make lemon, honey and aloe vera baby oil. There are also a few brands that make a line of children-safe products that are more gentle to sensitive skin. I check the ingredients and sometimes agree to give those a try.

So ultimately, it’s a balance of both. If my daughters are convinced that a product they want is appropriate for children, I take them shopping. We try on samples together and check with the sales representative at Sephora. This method is extremely effective. Once we do a patch test, some products react to their skin instantly. They immediately know that it’s a bad idea and realise that some brands are not recommended for young children.

BHAVNA DAWAR, 40
Part-Time Teacher

As a mother to a tween, I see how my daughter’s interest in skincare and makeup has grown. It’s a delicate balance between allowing her to explore and ensuring she understands the importance of age-appropriate products. She has always been fascinated by makeup, often by watching me apply it. To guide her through this, I provide information and encourage personal exploration within safe boundaries. We have open conversations to understand her feelings, setting guidelines on what types of makeup are appropriate for her.

For instance, she currently uses lip gloss and mascara. I teach her how to apply these products by emphasising
that ‘harmless’ items can cause issues if used incorrectly. By instilling these practices, I aim to balance her curiosity with the importance of maintaining her natural beauty. Young skin is delicate, and doesn’t require the same intervention as adult skin. I educate her on the three basic steps of skincare, and discourage everything else as they can be too harsh and potentially damaging. I also talk about the benefits of a healthy lifestyle which includes proper hydration, a balanced diet and adequate sleep – these are the true foundations of beautiful skin.

Ultimately, I believe in allowing my daughter to have fun with makeup and skin care without going overboard. I hope to help her make informed decisions and develop a healthy relationship with beauty products. Makeup and skin care are forms of self-expression and self-care, not necessities that define her worth. I constantly remind her that with or without them, she is beautiful and that is the most important lesson that I can impart.