Workers at high-end makeup and beauty stores like Sephora and Ulta have taken to TikTok to rant about their greatest enemies, 10-year-old girls.  

“These little children come in like they run shit. This little girl while I was helping another guest, in front of the guest—didn’t say hi, didn’t say excuse me, proceeded to shove a Rare Beauty blush in my face and ask me “Do you guys have this in this shade?” says @gigipimpin about dealing with rude 9 to 13-year-old girl at her Sephora locations.

@gigipimpin i worked at ulta too and i wont lie it wasnt as many kids they are OFF THE CHAIN at sephora. #drunkelephant #sephora #fyp #badkids ? original sound - ???????

This all began with influencer @chloevanberkal making the observation that her local Sephora was filled with these not-quite-tween girls buying high-end skincare products containing “anti-aging ingredients.” Her video blew up with many workers noting how these 10-year-olds are destroying testers and displays, stealing from the extra stock drawers, and buying out skincare lines.

@chloevanberkel is the next generation growing up too fast? #grwm #generationz ? original sound - Chloe

Drunk Elephant has been able to fully capture the young demographic by appealing to the centuries-old need for young girls in their witch phases to “make potions.” Drunk Elephant encourages consumers to mix their products to create the ultimate “skincare smoothie.” TikTok is filled with videos of young girls leaving a mess of the in-store Drunk Elephant display testers for workers to clean up.

@oliviav327

Its always a suprise!

? Bike Riding - Relaxing Guru & Baby Sleep Music & Baby Lullaby

This discourse has a lot of people on TikTok theorizing why kids are obsessed with skincare meant for grown women. Is it Millennial parenting? Or is Claire’s just not holding it down like it used to? A Twitter user posted their 13-year-old niece’s Christmas wishlist that included a lot of high-end makeup, skincare, and clothing which led to a similar outrage of young girls not being girls anymore. But haven’t they always been this way?

@sequoiacothran this kids are crazy today !!! #sephorakids #sephora #badkids #generationz #grwm ? original sound - sequoiacothran

Drunk Elephant is targeting the younger demographic by creating a way for their consumers to play with their products as a child does. The kids don’t understand skincare but they understand that the pretty girls on their TikTok For You page care about it and want to emulate them.

What's the difference between a cleanser with microbeads that ruined the oceans and a moisturizer that attracts wold spiders?