29 Comments
User's avatar
Emily Freda Foster's avatar

I'm scared.

Expand full comment
Sherry Jones's avatar

Cackling while I'm supposed to working. As someone who didn't wash their face until they were in their 40's, I find this all shocking. What does one look like at 50 when they start skincare at 7?

Expand full comment
Deanna Cheng's avatar

SHERRY! They'll be competing with robots so it actually may be the right course of action. They'll be flawless.

Expand full comment
Lisa Lappi's avatar

😂😂

Expand full comment
Emmalina's avatar

They'll have faces like trampolines!

Expand full comment
Bex's avatar

This is why I subscribe. Thank you for the investigative reporting I can actually stomach these days!!

Expand full comment
Deanna Cheng's avatar

It genuinely felt good to hit the streets. Thank you for the support Bex!

Expand full comment
Karyn Bosnak's avatar

I’m so happy you went to Glendale because I had a feeling those Pasadena kids were going to be too well-behaved. Tweens are menaces which is why I have only a dog. AND I feel like I need the freck pen?!

Expand full comment
Deanna Cheng's avatar

The freck pen was cute. Pasadena creeps me out but that's just between the two of us.

Expand full comment
Cori Bren's avatar

I’m afraid to say, but utterly appalled. 9 year olds should be playing outside naturally absorbing early morning rays to make vitamin d, NOT worrying about beauty, which means nothing to the human condition. Sad day for me, reading this.

Expand full comment
Deanna Cheng's avatar

Stand in your truth Cori! You're not wrong!

Expand full comment
The Pick Witch's avatar

Terrified. Shookith. 7 is soooo young!

Expand full comment
Deanna Cheng's avatar

it's truly absurd!

Expand full comment
Emmalina's avatar

But who is giving them the money and taking them to the store?!

Expand full comment
Jane L's avatar

This article solved the mystery for me as to why my 12yo niece had Drunk Elephant and Glow Recipe brands on her Christmas wishlist....sighhh! Thank you, Deanna, for the in-depth investigative report!!!

Expand full comment
Deanna Cheng's avatar

Ah! Sounds like you opted for something else on the list. I saw the Glow Recipe at Pasadena. It is CUTE

Expand full comment
veronica mcelroy's avatar

thanks for pounding the pavement and getting us this birds eye view. wet n wild needs to come back and take over

Expand full comment
Deanna Cheng's avatar

Thank you for the support Veronica! I’m flashing back to Wet n Wild lipliner that was number 666. Could that be right ? 👿

Expand full comment
veronica mcelroy's avatar

lolllll i think you are right!

Expand full comment
Emmalina's avatar

I remember my first frosted pink lipstick...it's never been improved upon.

Expand full comment
Shelly Mazzanoble's avatar

I really appreciate this boots on the ground reporting and your Meredith Marks (phonetic) quote.

Expand full comment
Deanna Cheng's avatar

Thank you Shelly! WE SEE EACH OTHER!

Expand full comment
Shelly Mazzanoble's avatar

You see me with PONDS on my face! What is this drunk elephant business anyway??? (I ask as I click ‘add to cart’).

Expand full comment
Deanna Cheng's avatar

Let us know how it goes!

Expand full comment
Lisa Lappi's avatar

I can’t get past the “she yelled acted out until we left” on the last pic. Umm.. no. Just no. The whole thing is just sad. Why are we doing this to little girls? At 8 and 9 my girls (in college now) were still playing with American girl dolls! A skincare routine was not even on their radar!! Nor should it have been!

Expand full comment
Deanna Cheng's avatar

No lies detected! I'm now wondering if the young girlies are giving their dolls a full face of makeup with contour etc.?

Expand full comment
Emmalina's avatar

As a parent, this is what drives me insane. These kids are being empowered by their adults, it's really the adults who are caving to these 'trends'. Sorry to sound Dickensian, but I would prepare my kids before we went into any store with the intention behind our visit (buying groceries or a present for a friend) so they literally never once ever begged for anything. It helped that I didn't have cash for extras ; ) But part of the job of parenting is setting expectations and helping kids handle disappointment. You can do that without just buying stuff constantly. It's a cliche, but they really just need your time to learn how to regulate their emotions, because you just can't behave like that and not run into problems.

Expand full comment
Emmalina's avatar

I meant to say 'one' must do that, not 'YOU' which sounds horridly confrontational! My apologies for that xxx

Expand full comment
Emmalina's avatar

Who are all these rich 12-year-olds? And why do children have channels to promote adult behaviour? And why can't we just have anything nice anymore godsdamnit?!

Expand full comment