In the United States, there have been reports of a “tween takeover” at Sephora, with young girls swarming the stores for products from brands like Drunk Elephant, Sol de Janeiro, Glow Recipe and Summer Fridays. Search Tiktok, and you’ll find videos of the brand’s employees, fellow shoppers and commentators talking about this craze.
It’s no surprise when you consider the ubiquity of young celebrities and social media influencers promoting age-reversing products and “tweakments” (non-surgical cosmetic treatments).
Last year, 14-year-old American Carson Bradley received attention for posting her involved skincare routine on Tiktok, which included applying retinol, taking apple cider vinegar pills, and putting on a face mask for 10 minutes daily.
“Here are some things I do to slow down the ageing process,” she narrates in her video, also revealing that she started this skincare routine at the age of 12.
Carson is among the growing number
