Beauty is only skin deep

As children beg parents for 50 retinol creams and obsess over serums, mum-of-two Charlotte Cripps looks at how skincare for tweens took over and why she’s stepping back

- Charlotte Cripps

"Mum, I need eyelash serum," said my daughter over breakfast. I was shocked. "You don't need eyelash serum," I told her. "You are six years old."

It was the straw that broke the camel's back. I didn't bat an eyelid when she asked if we could buy her friend, also six, a Charlotte Tilbury Hypnotising Pop Shot for Christmas - I assumed it was more about the sparkly gold case the product was in. Nor did I mind when she wanted a Disney princess eyeshadow palette, or a cute rabbit-shaped Inuwet vegan lip balm, which are scented and free from parabens but look just like lipstick. We’ve had cheap and cheerful kid’s makeup sets from Amazon. I’ve even purchased the pricey French brand Nailmatic’s nail polish that washes away with warm, soapy water – and is safe for children to use – as well as other non-toxic makeup from Miss Nella. But a product to make her eyelashes appear longer, thicker and healthier? It’s too much.

Now Liberty wants to host her birthday next month at Claire’s – the holy grail for young, fashion-minded children – for a makeover and catwalk party before the store opens to the public on a Sunday morning. I’m tempted to give in. After all, makeup has always been a normal part of pretend play for children. But something is different about Gen Alpha (meaning those born after 2010). They’re known as “Sephora kids” – a term used to describe the current trend of young children, tweens and teens absolutely obsessed with skincare.

Beauty-themed birthdays have become a staple on the Gen Alpha party circuit, and it’s for that reason I’m boycotting them. I’ve had enough of spa parties and makeover sleepovers. Sephora, Glossier and other beauty retailers in the US are reportedly “hosting” birthday parties for kids – albeit informally. Mums have claimed that children can take spins in the makeup chair, watch makeup tutorials in-store and go away with goody bags stuffed with brand samples.