In a keynote speech at the National Retail Federation’s Big Show, Sephora CEO Artemis Patrick urged teenagers to rethink their skincare routines, emphasizing the importance of age-appropriate products. Patrick stressed that young people only need three essential skincare items: cleanser, moisturizer, and sunscreen.
During the session, Patrick shared an anecdote about a conversation with Kelly Pedersen, a retail expert from PwC, regarding Pedersen’s 13-year-old daughter’s interest in purchasing skincare products unsuitable for her age. Patrick joked, “I told him to tell her the CEO of Sephora said she shouldn’t be doing that.”
Patrick’s advice echoes the growing concern over young shoppers at Sephora, particularly those from Gen Alpha, who have been purchasing expensive skincare and makeup products. The phenomenon, often dubbed the “10-year-old girls in Sephora” trend, gained attention on TikTok last year, with videos showing young shoppers spending significant amounts on high-end skincare.
Dermatologists have repeatedly emphasized that teenagers’ skin doesn’t require advanced products such as retinol or vitamin C serums. Dr. Jamie Glick, a dermatologist with the New York Dermatology Group, told in May, “Most young people do not need to use these products. Their skin is young and does not have the photodamage of those in their 30s and 40s.”
In addition to discussing skincare, Patrick also revealed plans for Sephora’s ambitious future. The retailer is set to undergo its largest capital project to date, with all North American stores scheduled for redesigns within the next five years. Patrick noted that the goal of the redesigns is to offer customers a consistent, refreshed shopping experience across different regions.
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