Les "Sephora kids" de TikTok: maquillage sérieux

Buzz Plus

Elles sont appelées les "Sephora Kids" : sur TikTok, des pré-adolescentes américaines, encouragées par leurs parents, gagnent des abonnés en filmant leurs achats de maquillage et leur routine de soins de la peau, une tendance préoccupante pour leur santé mentale et physique, selon les experts, mais qui n'est pas encore répandue en France. - L'info en continu  https://buzzplus.fr/ Infos, news & actualités - L'information internationale en direct.

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00:00 They are called the "Esephorakies" on TikTok, American pre-teenagers, encouraged by their parents,

00:06 earn subscribers by filming their makeup purchases and their skin care routine,

00:09 a trend that concerns their mental and physical health, according to experts,

00:14 but which is not yet widespread in France.

00:16 Their videos count thousands of shares, from 8 to 12-year-olds,

00:20 hysterical in front of a pot of moisturizing and rejuvenating cream,

00:23 or begging their mother to give them an antiserum,

00:26 "This is the one I saw in the video, I want it, I want it."

00:30 Following the leaflet, the child is filmed in front of the mirror,

00:33 a sponge bandage holding his hair, a tutorial of beauty.

00:37 The "Esephorakies" mimic the influential beauties by pinching their lips

00:41 or gently placing their face on their open palms,

00:43 the gloss is too stylish, I love the result.

00:46 On the network, the controversy is especially about the sums spent,

00:50 the favorite brands of small TikTokers are very expensive,

00:54 their "Creme Star" costs nearly 70 euros.

00:57 "How can these little girls spend the equivalent of my salary on beauty products?"

01:00 a Sephora saleswoman wonders on TikTok in the United States.

01:03 Employees of the brand held by LVMH also deplore the behavior of small customers,

01:08 the videos showing devastated rays after the passage of very young customers

01:12 of their overseas legion.

01:14 Aggressive products.

01:15 "Nothing like this in France", says a saleswoman of this chain,

01:19 "Gare de Lyon, in Paris, we see more and more young girls,

01:23 but they are accompanied by their parents and are doing well.

01:26 Sephora did not respond to the AFP's requests.

01:29 The products advertised in these videos,

01:31 despite their greedy and regressive pastel packaging,

01:34 also contain aggressive actives such as retinol,

01:37 intended for mature skins, according to experts.

01:40 More and more children use cosmetic products for adults.

01:44 "Many of the parents I receive have no idea that there is a risk

01:47 and trust more beauty influencers than their doctors,"

01:51 deplores the American dermatologist Danilo Del Campo to the AFP.

01:55 He noted an increase in consultations for skin reactions

01:58 and concerns resulting from misuse of these products.

02:01 The dermatologist warns,

02:03 "Young skin is more delicate and more sensitive to irritation.

02:06 The skin barrier can be damaged by inappropriate, useless components,

02:11 also warning against too early exposure to chemical products contained in these cosmetics.

02:15 In consultation, Dr. Del Campo also sees problems with skin estima

02:20 in young children who feel the need to correct defects that do not even exist.

02:25 They are dolls.

02:26 On TikTok, mothers relativize by ensuring that it is just a game.

02:30 But for Michael Stora, a psychoanalyst and expert in digital practices,

02:35 "These girls don't play with dolls like you'd expect at their age,

02:38 they're dolls."

02:39 He highlights the predictable dimension of the phenomenon

02:43 in children photographed and posted on social media from birth.

02:46 See fetishization objects of their parents,

02:49 who see in their children an extension of themselves,

02:52 like the planetary star Kim Kardashian.

02:55 His daughter North West is the icon of these phorakis.

02:57 "I see more and more parents who are in this narcissistic fragility

03:02 where they only consider the world in good or bad, "Mr. Stora notes,

03:06 asking himself the question of child hypersexualization.

03:08 Solène Delecour, professor at Berkeley,

03:12 specialist in social inequalities,

03:14 also thinks that these videos can reinforce and perpetuate

03:17 a very stereotypical representation of girls and women already at work online,

03:20 they are not women but they are already subject to intense social pressure.

03:24 [BLANK_AUDIO]

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