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This research examines how influencer marketing impacts children's consumer behaviors and vulnerabilities in beauty product consumption.

How influencer marketing shapes child consumer vulnerability in digital beauty consumption: the rise of Sephora kids

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This research examines how influencer marketing impacts children's consumer behaviors and vulnerabilities in beauty product consumption.
Triangulated qualitative design including 20 semi-structured interviews with 10 parents and 10 children.
Content analysis of social media activity by 10 child beauty influencers on TikTok and Instagram.
Influencer marketing environments promote unrealistic beauty expectations in children.
Limited advertising literacy increases children's vulnerability to beauty influencers.
Ethical concerns arise as marketing often prioritizes profit over children's well-being.

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Qualitative study explores how influencer marketing affects children's beauty product desires, indicating need for ethical guidelines.

De-Juan-Vigaray et al. (2026) studied this question.

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