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AGENDA

The Death of the Pre Teen

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by Ashley Chadamoyo Makombe
16th Feb 2024

Getty

Sephora ten-year-olds are taking over shops and pre-teen TikTok dance moves are putting even the professionals to shame. But is something lost when you jump straight to adulthood?

Any adult woman who has bravely forgone online shopping and has stepped foot into a shopping centre over the past few months has noticed a stark change in mall demographics. Dubbed the “Sephora Ten Year Olds”, it seems like all the places women over the age of 20 used to shop are now full of late primary/early secondary school aged girls. Long gone are the days of buying Coca Cola lip smacker in Claire’s, dream...

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