£300 of skincare at 9 years old — welcome to Generation Beauty

But today’s children – largely young girls – are known as the Sephora Kids or, as Allure crowned them, Generation Beauty. With some as young as six, they’re often seen in groups, spending large amounts of their parents’ money in the beauty retail store – often on products designed to fight the signs of ageing.

How Long Is My Skincare Good For?

(I always suggest a gentle routine the kid in question will actually stick to, for starters, using products from Osmia Skincare) Just tell me the magical serum that will make me look 25 again (uh, not ...