The $200 Sephora gift that kids adore – and is causing headaches for parents

Beauty-themed Advent calendars have surged in popularity among preteens and teenagers, with even younger children asking for them. Alicia Tennenbaum, a mother of three daughters from Brooklyn, is currently searching for calendars that meet the different preferences of her childrens holiday wish lists. As a child in New Jersey, Tennenbaum remembers Advent calendars filled with small toys or chocolate squares behind colorful doors, counting down to Christmas. Today, she observes the tradition has evolved into a market overflowing with luxury beauty items.

Her 12-year-old daughter is eager for a lotion and lip balm-packed calendar from the influencer-favorite brand Evolution of Smooth (EOS). The train-shaped calendar is featured in TikTok videos by popular creators and beauty editors but is not widely available for purchase. I understand the excitement of getting a daily surprise, Tennenbaum says. But what used to be a simple tradition has gotten completely out of hand. She also notes the stress of acquiring them, as many calendars sell out quickly.

Even if the EOS calendar is unavailable, there are many other options. Retailers like Ulta Beauty and Sephora offer holiday collections featuring beloved brands, while the British cult brand Charlotte Tilbury released a treasure chest calendar with seven miniatures and five full-sized products for $220, making it a standout choice for young beauty enthusiasts.

Brad Dobbin, a software developer and father of three in St. John's, Newfoundland, notes that Advent calendars have always helped his family extend the holiday excitement. This year, he allowed his daughters to select their own calendars: the younger two chose Charlotte Tilbury, and the eldest picked Sephoras set. Dobbin bought his wife a $245 MAC 24 mystery must-haves calendar. When they were younger, Lego calendars were fun for the whole family, he explains. Now that they want beauty ones, I watch the battles over face masks and mascara. It keeps the holiday spirit alive.

The appeal of beauty Advent calendars is clear. With items hidden behind panels, they tap into the unboxing trend and #GetReadyWithMe videos on TikTok. Brands benefit from high profit margins and the opportunity to introduce new products that may become customer favorites. Young beauty enthusiasts, sometimes called the Sephora kids, already fill their cosmetic bags with the latest items. NielsenIQ data shows households with children aged 7 to 12 spent nearly $2.5 billion on skincare last year, up from $1.8 billion in 2022.

Research from Pediatrics highlights that 31% of skincare content creators are under 13, with videos often featuring products containing potentially irritating ingredients like citric acid. Drugstore and cosmetics shelves increasingly resemble candy aisles, with colorful packaging and playful names masking potent ingredients unsuitable for young skin, such as retinol and acids. In response, California Assembly member Alex Lee proposed a bill requiring age-verification prompts at checkout to prevent minors from purchasing products with harsh ingredients.

Meanwhile, brands continue to profit from this growing holiday trend. Amazon released an Advent calendar featuring miniatures from tween favorites like Touchland and Laneige for $98, and Anthropologies 24-day set, also $98, sold out before Thanksgiving. Since many calendars include mystery items, confirming their safety for children can be difficult.

Laura, creator of the parenting account @MomLifeWithLaura, manages this by using reusable wooden calendars and personally selecting items for her son and beauty-loving daughter. For my daughter, I stick to safe beauty products like lip balms and avoid anything with retinol, she explains. In previous years, letting companies fill the calendars often resulted in discarded items. This year, she includes personalized items, such as a miniature Odwalla bottle her daughter carries daily, ensuring the calendar is both thoughtful and safe.

Author: Sophia Brooks