In a commentary, SMU Vice President (Partnerships and Engagement) and Professor of Communication and Technology Lim Sun Sun shared about the “Sephora Kids” trend on social media, a phenomenon, and discussed how it reveals the susceptibility of young people to the influence of social media trends and why this should be a concern. She noted the pressure digital platform marketing and increasingly customised content have put on young consumers, and highlighted the important role parents and educators play in instilling critical literacy in children. She also highlighted the need for policymakers to work with social media platforms to ensure that they demonstrate responsibility towards younger audiences.