A Multi-Billion Dollar Industry That Wants YOUR Kids

I remember going to the mall as a kid, walking into a department store, and in my naiveness, thinking sheesh, why do they put this shiny, glowing, and fancy makeup kiosk front and center? Do people actually buy items from it?

Or remember the days of playing with “play makeup?” The almost neon-colored pallet of eye shadow that we caked on, up to the eye brow and the fuchsia colored blush that looks like someone took a marker to the cheeks, or let’s talk the red lipstick that put Dolly Parton to shame! Oh those were the days.

But when did play makeup stop and the wearing of “real makeup” begin? That is the question. Little did I know that those kiosks were birthing an industry that has since taken over our culture AND our kids. Little did I know that the gap between play makeup and “real” makeup is becoming non-existent.

For the past 20 years, being in youth ministry, my husband and I have witnessed the shifts in youth culture. But nothing has compared to how social media has completely changed a generation of kids.

I googled when Ulta and Sephora opened and to my surprise, it was in the 1990s – at the peak of my teen years. And ironically, I never heard of those stores during those years. I’m sure they were around, but my eyes and mind paid no attention to them.

Currently, for tweens and teens, these stores are the go-tos. Why? Because marketing from these stores specifically targets this very generation. If you wonder if this is true, the beauty world is an almost $700 BILLION market. And an almost $5 BILLION dollar industry for kids ages 6-17. A simple look at TikTok and Instagram, and the #sephorakids and #sephorahauls, have now become so popular that kids who didn’t care about makeup and beauty products, now do. A multi-billion dollar industry is being funded by KIDS. But wait, is it the kids or is it the parents who are purchasing these products for their kids? The cost might be more than the sticker price.

Tween and teen skin barriers are actually still in the process of developing at their age. So applying serums, creams, and makeup to developing skin can significantly affect the skin barrier, if precautions aren’t taken. Which ironically, could cause MORE damage in the long run, including dryness, breakouts, redness, and long-term damage. The very things these kids are trying to prevent.

The beauty industry knows what it’s doing and it is capitalizing on it. The REAL reasons why they are marketing towards kids as young as 6 (and in some cases even younger) is because then they can get lifelong customers through their presence on social media. Ever heard of “GRWM” (get-ready-with-me) videos? Kids show which products they are using and take you along with them as they apply each serum, piece of makeup, and foundation, creating influencers out of kids, so that your kids too, can look like these GRWM girls. At again, what cost? At the cost of creating unrealistic beauty standards.

Tweens and teens are already concerned about how they look as their bodies grow and develop, making them rather self-conscious. We’ve all been there! I was 5’11” and 3/4 by the time I was in 8th grade. Then combine the teen addiction to GRWM videos and all the time spent on social media? You have a recipe for disaster. The algorithms aren’t designed to protect children, but lure. They will feed what your kids want, and in the end, making these industries incredibly profitable. At the expense of our kids. We have created a culture that is fixated on appearance, their skin, their self-image, and I even dare say, their worth. Because that is where our kids are now taught to find it.

I know you may be thinking, well, you only have an 11-year-old, so you don’t even get it, Kristin! Yep, you are right, we only have an 11-year-old. But we’ve also been around kids for 20 years and never before have I seen and read more about their fixation on beauty and the products that go with it, until now. Kids talking about retinol, serums, and makeup at ages I never would’ve imagined. Call me naive, but I get why beauty industries are booming because their push and influencing is working. Long gone are the apricot scrubs from my day and age (I’m surprised I don’t have skin cancer from that even)! Yes, maybe kids are using makeup as a way to express their creativity, artistry, and imagination. But I think this is reaching more than just their creativity. It’s changing a worldview.

So what’s the answer? Girls bodies are ever-changing and skin disruptions WILL happen! I’ve always read that a gentle cleanser and a clean moisturizer can go a long ways. That’s it. We’ve already had this conversation with our daughter too. And unfortunately she’s the daughter of a mom who is hyper-aware of toxins in beauty products and so when she sees me put a moisturizer on my face, she’ll ask, “Mom, is that good for your face? Does it have bad stuff in it?” Yikes, what have I done! Maybe I have to lay off a little, but our kids reflect what we talk about. In fact, when we were on Spring Break, there was a lady at the pool that I was chatting with, while sitting in the hot tub. Her kids were begging her to come in, but she said no, because it would ruin her retinol regimen. Interesting.

But I feel this conversation needs to go deeper. I’m not against makeup and is there a proper age to start? I don’t know! Back in the day (I know, I sound old, but I am), we had a Mary Kay beauty consultant come to our Calvinette’s meeting when I was in 8th grade. Starting high school worked for me. But I don’t think it’s about that. It’s about our hearts.

The Bible talks about not letting our beauty be external, focusing solely on our clothing, jewelry, and hair (1 Peter 3), but in WHO we are – our character (kindness, gentleness, humility) and our hearts. The external appearance is secondary.

As parents, what are we focusing on? What are we investing in more? What are we talking to our kids about? More of the external or the internal? How much are we feeding into the multi-billion dollar industry and yet not feeding their souls? Where true beauty is found – an unfading beauty that will always last. To me, that’s a “serum” worth buying into – something that wouldn’t ever fade, but will only flourish as time goes on. A beauty that only grows more beautiful and not more wrinkly!

I think this is an idea we have to ponder. This is going to look different for every family, but out of the heart the mouth speaks. But I also think, out of the heart our purchases speak. Let’s think. Let’s ponder what is happening. And let’s not let a beauty industry lie to our kids. Let’s speak the truth of Christ into their lives, instead, of what true beauty looks like.

What are your thoughts? I’d love to hear from you!