Before climbing into bed each night, Naiya White goes through her meticulous skincare routine.

First, there is the Evereden multi-vitamin face wash (for “nourishing”), followed by a dab of Aquaphor healing ointment under her eyes (for “smooth” skin) and a smear of Laneige lip mask in her favourite flavours of vanilla and candy cane (to “boost moisture and improve firmness”). A coat of Evereden moisturiser completes the routine.

Naiya is ten. She is a “Sephora kid”, one of a generation of American tweens and teenagers for whom anti-ageing and beauty products, of the kind sold by the beauty chain Sephora, have become a staple of everyday life.

Living in Grand Junction, Colorado, Naiya spends her weekends shopping at Sephora, a high-end French chain