She's witnessed the biggest shift in beauty media history - from magazines dictating trends to 10-year-olds demanding retinol. This week on The Formula, former Elle Australia Editor-in-Chief Justine Cullen breaks down the "Sephora tween" phenomenon reshaping the beauty industry.

We're exploring how kids as young as 9 skip skincare basics for complex routines, why brands chase tweens with $60-100 products (pushing adults toward $250 lipsticks), and the rise of birthday parties at beauty stores. Justine reveals how the pandemic created mini skincare experts, why teenagers now say "do my skincare" when stressed, and her predictions for this youth-obsessed beauty world.

Get ready for serious insights into how capitalism is targeting childhood - and what it means for beauty's future.

PRODUCTS MENTIONED:

Justine Cullen Substack, 'Late-Night Snacking' 

Justine Cullen Podcast, 'The Late Night Snacking Trivia Game'

Justine Cullen Ulta's Birthday Parties For Tweens 

Drunk Elephant

Sol de Janeiro 

Ulta Kids Parties

Sincerely Yours Skincare

FOR MORE WHERE THIS CAME FROM: 

Watch & Subscribe on YouTube – Watch this episode, tonight at 7pm! Catch it here.

Follow us on Instagram: @youbeautypodcast

Follow us on TikTok: @youbeautypod 

Join our You Beauty Facebook Group here

For our product recommendations, exclusive beauty news, reviews, articles, deals and much more - sign up for our free You Beauty weekly newsletter here

Subscribe to Mamamia here

GET IN TOUCH:

Got a beauty question you want answered? Email us at youbeauty@mamamia.com.au or send us a voice note on Instagram!

You Beauty is a podcast by Mamamia. Listen to more Mamamia podcasts here.

CREDITS:

Hosts: Kelly McCarren

Guest: Justine Cullen

Producer: Sophie Campbell

Audio Producer: Tegan Sadler

Video Producer: Artemi Kokkaris

Just so you know — some of the product links in these notes are affiliate links, which means we might earn a small commission if you buy through them. It doesn’t cost you anything extra, and it helps support the show. Happy shopping!

Mamamia acknowledges the Traditional Owners of the Land we have recorded this podcast on, the Gadigal people of the Eora Nation. We pay our respects to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander cultures.

She's witnessed the biggest shift in beauty media history - from magazines dictating trends to 10-year-olds demanding retinol. This week on The Formula, former Elle Australia Editor-in-Chief Justine Cullen breaks down the "Sephora tween" phenomenon reshaping the beauty industry.
We're exploring how kids as young as 9 skip skincare basics for complex routines, why brands chase tweens with $60-100 products (pushing adults toward $250 lipsticks), and the rise of birthday parties at beauty stores. Justine reveals how the pandemic created mini skincare experts, why teenagers now say "do my skincare" when stressed, and her predictions for this youth-obsessed beauty world.
Get ready for serious insights into how capitalism is targeting childhood - and what it means for beauty's future.
PRODUCTS MENTIONED:
<a href="https://latenightsnacking.substack.com/">Justine Cullen Substack, 'Late-Night Snacking'&nbsp;</a>
<a href="https://podcasts.apple.com/au/podcast/the-late-night-snacking-trivia-game-with-justine-cullen/id1814056745">Justine Cullen Podcast,&nbsp;'The Late Night Snacking Trivia Game'</a>
<a href="https://latenightsnacking.substack.com/i/173539032/ulta-a-sephora-alternative-in-the-us-has-just-launched-birthday-parties-for-tweens">Justine Cullen Ulta's Birthday Parties For Tweens&nbsp;</a>
<a href="https://fave.co/4mHS1Ff">Drunk Elephant</a>
<a href="https://fave.co/47gDk68">Sol de Janeiro&nbsp;</a>
<a href="https://fave.co/477KJGg">Ulta Kids Parties</a>
<a href="https://fave.co/47aWJXB">Sincerely Yours Skincare</a>
FOR MORE WHERE THIS CAME FROM:&nbsp;
Watch &amp; Subscribe on YouTube<a href="https://www.youtube.com/@youbeautypodcast">&nbsp;</a>&ndash; Watch this episode, tonight at 7pm! Catch it&nbsp;<a href="https://www.youtube.com/@youbeautypodcast">here.</a>
Follow us on Instagram: <a href="https://www.instagram.com/youbeautypodcast/?hl=en">@youbeautypodcast</a>
Follow us on TikTok: <a href="https://www.tiktok.com/@youbeautypod">@youbeautypod </a>
Join our You Beauty Facebook Group <a href="https://www.facebook.com/groups/2112109512358240/">here</a>
For our product recommendations, exclusive beauty news, reviews, articles, deals and much more - sign up for our free You Beauty weekly newsletter&nbsp;<a href="https://www.mamamia.com.au/mamamia-you-beauty-newsletter/">here</a>
Subscribe to Mamamia&nbsp;<a href="https://www.mamamia.com.au/subscribe/?utm_source=shownotes&amp;utm_medium=podcast&amp;utm_campaign=youbeauty">here</a>
GET IN TOUCH:
Got a beauty question you want answered? Email us at <a href="mailto:youbeauty@mamamia.com.au">youbeauty@mamamia.com.au</a> or <a href="https://www.instagram.com/youbeautypodcast/?hl=e">send us a voice note on Instagram!</a>
You Beauty is a podcast by <a href="https://www.mamamia.com.au/">Mamamia.</a>&nbsp;Listen to more Mamamia podcasts&nbsp;<a href="https://www.mamamia.com.au/podcasts/you-beauty/laura-wells-in-her-bag/%C2%A0https://www.mamamia.com.au/podcast/">here</a>.
CREDITS:
Hosts:&nbsp;<a href="https://www.instagram.com/kelly_mccarren/?hl=en">Kelly McCarren</a>
<a href="https://www.instagram.com/tigga_natoli/?hl=en"></a>Guest: <a href="https://www.instagram.com/justine_cullen/?hl=en">Justine Cullen</a>
Producer: Sophie Campbell
Audio Producer: Tegan Sadler
Video Producer: Artemi Kokkaris
Just so you know &mdash; some of the product links in these notes are affiliate links, which means we might earn a small commission if you buy through them. It doesn&rsquo;t cost you anything extra, and it helps support the show. Happy shopping!
Mamamia acknowledges the Traditional Owners of the Land we have recorded this podcast on, the Gadigal people of the Eora Nation. We pay our respects to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander cultures.

Need help navigating what serum you should be putting on your face? Finding the perfect mascara? Navigating the beauty aisles? You Beauty is the podcast for your face, and it’s here to answer all your questions.

Need help navigating what serum you should be putting on your face? Finding the perfect mascara? Navigating the beauty aisles? You Beauty is the podcast for your face, and it&rsquo;s here to answer all your questions.

You Beauty

From Dolly Magazine to TikTok: How Tweens Hijacked the Beauty Industry

https://api.omny.fm/orgs/3ea926be-9be7-482a-8ac3-a44f016e43d1/clips/af41be46-6e1d-48cb-a34b-b37600218b45/transcript