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What Tweens Get from Sephora and What They Get from Us | The New Yorker

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Midday on a Thursday this summer in New York, I walked up Broadway in SoHo, toward Sephora, hoping that I wouldn’t see something. I had been reading—in the Times, the Washington Post, the Guardian, The Atlantic—about the tweens of Generation Alpha, and how they have gone wild for expensive beauty products. Apparently, these highly online children were buying and using things that even I, an indulgent grown woman, find too splurgy to experiment with: forty-eight-dollar Sol de Janeiro body butters, sixty-nine-dollar Drunk Elephant polypeptide moisturizers, twenty-six-dollar Tarte lip glosses. Local correspondents—i.e., friends who visit Sephora more often than I do—also reported regular swarms of preteens. I asked one friend, who has twelve-year-old twin daughters, if the Sephora-tween phenomenon was overhyped, a creation of the press and TikTok. “Oh girl, it is one hundred percent real, and it blows my mind,” she wrote back. Before my SoHo visit, I created a blank-slate TikTok account a

Save this story Save this story Midday on a Thursday this summer in New York, I walked up Broadway in SoHo, toward Sephora, hoping that I wouldn’t see something. I had been reading—in the Times , the Washington Post , the Guardian , The Atlantic —about the tweens of Generation Alpha, and how they have gone wild for expensive beauty products. Apparently, these highly online children were buying and using things that even I, an indulgent grown woman, find too splurgy to experiment with: forty-eight-dollar Sol de Janeiro body butters, sixty-nine-dollar Drunk Elephant polypeptide moisturizers, twe

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