Meet the unapologetically posh ‘Sephora kids’ — and their supportive moms who let them shine
To Kelly Haley’s 11-year-old daughter, Sophia, makeup isn’t just pretty powders, creams and goops. It’s a way of life.
Growing up as the kid of a pro cosmetologist, the artsy fifth grader has had a daily master class in glam.
And now Sophia, a regular at Sephora, snapping up colorful eyeshadow palettes, shiny lip glosses and volumizing mascaras, applies what she’s learned to her face before heading out to school each day.
“Shopping for makeup is always fun because I get to try products I’ve seen on YouTube,” the Upper West Side preteen told The Post.
With her weekly $50 allowance from Haley, 32, a mom of three and makeup artist, Sophia peruses beauty aisles for choice cosmetics from top brands such as Morphe, ColourPop, Essence, Bubble and Drunk Elephant.
Her haute tween has become one of the thousands of unapologetically posh “Sephora kids.”
Since the dawn of the year, girls as young as 5 have flocked to cosmetics retailers on the hunt for TikTok-popular face paints and skin care products.
Some baby beauty lovers, who take their primping cues from the likes of Kim Kardashian’s trendy 9-year-old North West, barely even bat an eye before spending over $200 on goodies from luxe lines like Fenty Beauty, Makeup by Mario and La Roche-Posay.
But the cutesy trend has taken an ugly turn.
Viral visuals of tikes destroying store shelves and “bullying” store associates have plagued social media in recent months.
Tots on a quest to remain forever young have even strong-armed Sephora staffers into giving them anti-aging salves laced with harsh chemicals.
Angela Rossof, a holistic beauty coach from Los Angeles, tells The Post moms and dads of cosmetically inclined kids can support their interests without damaging their skin.
“Parents should research natural and hydrogenated ingredients that are safe for developing a child’s face,” she advised. “Look for makeup with a SPF or things made with olive oil or hyaluronic acid.”
Rossof suggested folks avoid items with parabens, chemical preservatives, as well as synthetic fragrances made from petroleum and other gas byproducts. She warned that the gunk could act as hormone disrupters in youngsters.
“We have to teach children the healthy way to explore beauty,” said the expert.
Melissa Horne, 32, whose daughter 6-year-old Viviana is obsessed with glittery must-haves from e.l.f. Cosmetics and NYX, agrees.
“I love showing her how to take care of her skin at this young age,” said the married mom of two from Orlando. “Before bed, we use Garnier micellar water and a cleansing balm to remove the makeup, a Neutrogena wash, some vitamin E and a new washcloth every night.”
And to naysayers who feel girls shouldn’t be reaching for beauty brushes before reaching puberty, Bed-Stuy mom Val, 39, says trolls should keep up with the times.
“Kids today are exposed to more than millennials and older generations due to social media,” she told The Post. The Brooklynite’s Sephora-loving sixth grader often hits the shop to restock her glitzy vanity with stylish swag.
Val chose to neither disclose her last name nor her daughter’s name for privacy purposes.
“I’m not going to tell her ‘No’ when it comes to makeup,” she said. ‘But I will make sure she still looks 11 years old.”
Haley echoes those sentiments when it comes to Sophia’s faux glow.
“She loves enhancing her natural beauty with makeup, and I love supporting her in that,” said the unabashed Sephora mom. “It’s teaching her financial responsibility, beauty autonomy and proper grooming techniques.”
And Sophia enjoys being the mini preen queen amongst her friends.
“I love getting compliments,” she said. “It helps me feel [good about] myself.”
