An XXL blue wig, full face makeup and, above all, almost erased eyebrows: in a few hours, North West’s new videos went around TikTok. Behind these discolored eyebrows which fascinate as much as they disturb, many saw something other than a simple celebrity whim.
Because North West, daughter of Kim Kardashian and Kanye West, is only 12 years old. On Instagram and TikTok, the youngest member of the clan appears with manicured nails adorned with piercings, strong contouring and bleached eyebrows. For many Internet users, a nagging question comes up: when did children stop being children?
North West’s eyebrows, an adult beauty trend on a child’s face
Bleached eyebrows are one of today’s major beauty trends, often seen on models or major singers. On North West, this “no brows look” takes on another dimension. Bleaching your eyebrows using abrasive skin products becomes the symbol of a very sophisticated beauty treatment applied to still immature skin.
Beyond this specific look, it is the teenager’s repeated beauty treatments that raise questions. Between colorful wig, full makeup and staging on social networks, her face finds itself at the heart of a broader debate: where does the game stop, where does the permanent aesthetic performance begin for the youngest?
From North West to Sephora Kids: a new generation obsessed with beauty
North West is only a very visible figure in a larger phenomenon, that of the Sephora Kids. Aged 6 to 14, these kids film their skincare and makeup shopping sessions, fill their baskets with serums, creams and palettes, then actually use these products. On the shelves, we find powerful active ingredients, endocrine disruptors and abrasive formulas, far from the needs of children’s skin. At the medical school of Rocky Vista University, in Denver, several doctors are alerting: “”, they explain, quoted by Elle.
Health professionals are not limited to skin risks. They also point to very early exposure to beauty standards, fueled by TikTok and Instagram: “”.
Social networks, mimicry and new beauty standards for the Alpha generation
The Sephora Kids phenomenon is part of a movement of generational mimicry. Where millennials borrowed lipsticks and heels from their mothers, Generation Alpha is now copying its codes from those of Generation Z. Social networks, which have become central places of socialization, expose people from a very young age to hours of beauty content. Rocky Vista doctors sum it up: “”.
Faced with this reality, specialists emphasize education and prevention. They call for better informing parents about the dangers of beauty products for children and the mental impact of these standards. Stricter supervision of platforms is also mentioned: in France, the minimum legal age for creating an account on social networks is set at 16 years, but this rule remains easily circumvented. In this context, North West’s bleached eyebrows emerge as one of the most visible faces of a debate that is only just beginning.
Why do North West’s eyebrows at 12 cause such a reaction?
Because they combine an adult beauty trend, bleached eyebrows, with very elaborate makeup on a child in the media, and focus questions on the place of beauty in childhood.
What does the Sephora Kids phenomenon cover?
These are children aged 6 to 14 who film themselves buying and using real skincare and makeup products, often unsuitable for their fragile skin.
How do specialists suggest limiting the risks for young people?
They recommend educating parents and children, favoring formulas designed for sensitive skin, testing products and better regulating minors’ access to social networks.
