Andrea Chang | Los Angeles Times (TNS) Fourth-grader Naiya White knows what you think about her twice-daily beauty regimen and her Sephora shopping trips. “I heard all you guys were freaking out about 10-year-olds using skin care,” she says in a TikTok video posted last month, standing outside a Sephora store in Grand Junction, Colorado. “So let’s go pick some out!” Moments later, White is making her way down the hot pink Glow Recipe aisle in an oversize Lilo & Stitch T-shirt and sparkly green eyeliner, ticking off her favorite products in rapid succession.
“I’d recommend this avocado cleanser; it’s nourishing and gentle,” she says, holding up a $28 tube of face wash. “The mist is also a yes — it makes your skin look super glowy and it’s hydrating. This moisturizer is also one of my favorites and it smells delicious.
The hyaluronic Plum Plump balm is a great sleep mask for lips.” In conclusion, she says with more than a hint of sass, “For all the cranky, musty, dusty adults out there who think little kids shouldn’t be using skin care ..
. get it together!” Naiya, 10, is part of a fast-growing army of preteens who are swarming into beauty stores around the country and buying up cleansers, moisturizers, toners, face masks and, in some cases, potent anti-wrinkle serums, exfoliants and peels that are intended to slow the aging process in much older consumers. They’re showing off their multi-hundred-dollar hauls and elaborate morning and nighttime .
