What the Sephora Tweens want now

They're dreaming of a Pink Palm Puff Christmas

One of the biggest stories to emerge from last year’s holidays was that pre-teen girls are obsessed with designer water bottles and luxury skincare. They earned the name Sephora Tweens following reports that they begged for Stanley cups and swarmed high-end beauty stores demanding lip masks, bronzing drops and serums for their poreless skin.

This year Generation Alpha’s fixation with beauty continues to grow. It’s magnitude is symbolised by the security guard manned queuing system at Sephora in London’s Westfield, the only store in the shopping centre where it’s required.

But the under 14s are notoriously fickle, so what’s new for 2024? After interrogating Sephora staff in three cities and surveying the parents of tweens from the U.K., the U.S. and Australia I have an answer. I even have their wish lists.

While some girls write them out on paper, others create spreadsheets or slide show presentations and the most online use the wish list app Giftful. Whatever their method the lists are…