The phrase “10-year-olds at Sephora” is lighting up the Internet, sparking conversations about whether the beauty industry and social media are pushing unnecessary and potentially harmful products on young girls. Scroll through Tik Tok and you’ll see tweens giving make-up tutorials. Or visit stores like Sephora and you’ll likely see baby-faced girls sampling an array of make-up and skincare products. Dermatologists warn that some of these items, such as retinols, can be damaging to young skin and should only be used under a doctor’s supervision. There is also growing concern about the mental health impact of being exposed to unrealistic beauty standards at younger ages.

While many stores sell beauty products, Sephora has been singled out by a trending phrase. When any company finds itself at the center of a controversy like this, it needs to carefully assess how to best protect and advance its corporate reputation. The actions it takes should first and foremost be guided by the company’s core values.

Even if the situation is not company sponsored, but rather community or influencer driven, the company has an opportunity to lean into the controversary and play a leading role to address it.

For example, Sephora should acknowledge the “10-year-olds at Sephora” conversation and consider the following steps:

• Recognize that young girls are visiting their stores and potentially using products that are not formulated for them. The company could acknowledge the allure of the beauty industry to people of all ages but stress the importance of age-appropriate skincare.
• Work with trusted experts to educate parents about which products are suitable for children and the ingredients, like retinol, to look out for.
• Educate young people through TikTok and other social media channels using young brand ambassadors and influencers. Tweens can learn which skincare products are helpful to them, such as sunblock, and why some products are unnecessary or even damaging at their age.
• Consider developing or selling a line of products specially formulated for young people. This could draw more tweens into the stores, reassure parents that they’re buying appropriate products for their kids and encourage brand loyalty from a wider range of customers.

Not engaging in situations that hit at the heart of your company or industry can harm your corporate reputation. Instead, companies can view these flashpoint moments as opportunities to elevate their reputation, improve their business and show their customers and communities that they are listening to their concerns and they care.