How worried should we be about the Drunk Elephant tweens?

The Guardian calls it “disturbing.” The BBC says it’s “dangerous.” A New Jersey news outlet warns parents to “beware” of their prepubescent kids’ TikTok-driven interest in high-end skin care products.

Teen Vogue, meanwhile, insists kids wanting multistep morning and evening face-care routines is no big deal — that the desire to engage with grown-up hygiene practices is “nothing new.” And Mashable, after speaking with kids and parents, wondered if the real problem was children’s sloppy shopping habits in stores like Sephora and Ulta that have historically provided an upscale, treat-yourself environment for adults: “If these young girls were clearing drugstore aisles of Neutrogena and Aveeno, the discourse may not have reached such a fever pitch.”