By Ariel Konieczko
As of next month, shoppers over 13 years old will no longer be permitted through Sephora’s now closely guarded glass doors following a new change in company policy. According to Sephora’s corporate office, 98% of 2024 revenue came from preteens alone. Sephora issued a press release stating that “adult clientele have become irrelevant to our company’s brand, and adults’ in-store presence is no longer profitable.”
Recently, a deep generational rift has formed between Sephora shoppers, which has mostly played out on social media apps like TikTok. Gen Z and Millennial shoppers have accused preteens of in-store vandalism, grossly obnoxious attitudes, and age-inappropriate skincare usage. One of many TikTokers covering the issue is a self-proclaimed “stay at home daughter,” 35 years old, who posted a video demonizing the “little tiny children wearing contour and lip liner who are turning my favorite Sephora into hell on Earth.” The video, like so many others on the site, includes images of spilled moisturizer and used makeup wipes littering the store, actions that have been attributed to young customers.
“It’s all a hoax,” one 10-year-old Sephora patron commented in an interview. She added, “I would never vandalize my safe space, and Sephora feels like home.”
“We feel targeted,” another juvenile Sephora customer added. “Adults are attacking us for using Drunk Elephant polypeptide retinol cream, and occasionally dripping some on the floor. They have to mind their own wrinkly business.” Ouch.
Tensions quickly escalated, and the #sephorakidsunite movement was built. At the movement’s climax, preteens threatened to boycott all 2,600 store locations for the foreseeable future.
“We just couldn’t afford to lose Sephora Kids,” a corporate representative said. “Economically, we wouldn’t have bounced back.”
What will the new adult ban mean for the future of makeup? Social scientists, data analysts, and cosmetic historians hypothesize that most Millennial and Gen X shoppers will now flock over to Ulta Beauty or Macy’s, where, as one researcher put it, “they historically seem to feel most at ease.”
Following the ban, Gen Z is predicted to buy their beauty products online, just as they once did during the COVID-19 pandemic. If anything, Gen Z might appreciate the excuse to stay home.
“We don’t really care about this ban,” an interviewed Gen Zer said. “TBH I respect preteens’ self-expression.”
Ultimately, no one knows exactly how the ban will affect the makeup world, but concerned adults will soon find out. However, there are still several weeks until the ban goes into effect, so take this time to stock up on years’ worth of essentials. It’s safest to assume that the ban may never be lifted.
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