Sephora Kids: What Is at Stake in Algorithm-Powered Consumption?

Abstract

This case questions the emergence of the "Sephora Kids" phenomenon—young kids, particularly pre-teens, participating in beauty culture fueled by algorithm-driven consumption. The study analyzes how the $400 billion beauty market, projected in 2024, uses new targeted advertising technologies to build youth identities and shape behavior. Like Ulta, Sephora is deeply immersed in influencer culture and digital media, and questions around how it influences Generation Alpha's values, health, and self-concept exist. The case critically examines how beauty standards are embedded with commercialization, neuromarketing, and changing social norms and placing beauty consumption in wider cultural, historical, and gendered contexts. It also addresses issues of informed consent, regulation (such as California's proposed anti-anti-aging product prohibitions for minors), and parental authority. Utilizing discussion questions and consideration of algorithmic influence, social responsibility, and digital ethics, the case compels students to consider the fine line between empowerment and exploitation in today's consumer culture.