Скачать или смотреть The Death of Toys: Why Gen Alpha is Taking Over Sephora

Why is an 8-year-old using anti-aging retinol?

Welcome to the $4 billion beauty industry for kids. In this video, we’re going inside the "Sephora Kids" phenomenon to uncover how we went from Barbies to Skincare. We explore the toyfication of the beauty industry: a genius (and controversial) marketing shift where brands like Drunk Elephant, BYOMA, Bubble, and Glow Recipe replaced the toy aisle for Gen Alpha skincare.

From the viral “Drunk Elephant Takeover” on TikTok to the literal chaos in Sephora aisles, we are witnessing a massive shift in how children are marketed to. Is this trend just harmless skincare fun, or is the beauty industry effectively ruining childhood by making 9-year-olds obsessed with anti-aging?

If you’ve seen the Sephora Kids memes or wondered why skincare is the new Barbie, this deep dive is for you.

📌Chapters
00:00 The Death of the Toy Aisle
01:19 From Barbies to Skincare: The Death of Play
02:12 The Drunk Elephant Takeover: Marketing to Gen Alpha
03:34 Glow Recipe & the "Aesthetic" Trap: How it Started
04:36 Why 8-Year-Olds Want Retinol
05:06 The Bubble Strategy: Making Skincare Feel Like a Toy
06:00 The $4 Billion Tween Takeover: What’s Next?

Do you think the "toyfication" of skincare is harmless, or are we forcing kids to grow up too fast? Drop your thoughts in the comments!

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#sephorakids #drunkelephant #genalpha