By Rabbi Yair Hoffman It has all the hallmarks of an epidemic, spreading from school to school, from class to class, and from neighborhood to neighborhood.  It is plaguing ten year-old girls and even those as young as seven or eight. Yes, the S – Epidemic is here, and is causing major anxieties in the neshamos of our precious young girls. It is a battle for the very Neshama of our children and their emotional well-being. Young girls ages 7-13 are obsessed with Sephora.Foundation, creams, gels, face masks, facial peels, Drunk Elephant products – the ultimate in gashmius for even third graders! It is clear as day that young girls do not need to spend time, money, and emotional energy and angst on makeup or skincare products at their age.  The new trend is undermining the hard efforts of our Torah teachers. One Sephora employee is quoted as saying, “I have seen elementary and middle school girls in [school] uniforms, who purchased maybe 500 dollars worth of products.” The culprits are the influencers, tik tok videos, and social media. So what is the solution? The Mishnah in Pirkei Avos (4:1) teaches: “Who is honored? One who honors others.” If your daughter feels pressure to wear makeup or use certain beauty products to be “cool,” share with her the wisdom of Ben Zoma, who understood that true honor comes from how we treat others, not from external appearances. The Alter of Kelm teaches that seeking others’ approval through superficial means is like “drinking salt water to quench thirst” – it only increases the craving. Have a gentle conversation about why she thinks these products are important. Often, the underlying worry is about fitting in or being liked. The Ramban, in his famous letter to his son, emphasizes that true beauty emerges from speaking gently and treating all people with respect. Ask her why her friends like spending time with her. Is it because she’s kind? Funny? A good listener? These qualities align with what the Torah considers true beauty. Decoding Beauty Marketing Young girls are especially vulnerable to beauty advertising messages. The Chofetz Chaim warns against being swayed by the superficial desires that others instill in us. As it says in Pirkei Avot (4:21): “Jealousy, desire, and honor remove a person from the world.” Help your daughter become more ad-savvy by discussing: The Mesillas Yesharim teaches that advertising creates artificial desires that distance us from our true purpose Rav Dessler explains in Michtav M’Eliyahu that the more we chase material desires, the more enslaved to them we become The Vilna Gaon teaches that what appears perfect on the outside often conceals emptiness within (like filtered photos) Rav Volbe in Alei Shur discusses how media manipulation can slowly erode our values Practical Protection Strategies The Rambam teaches in Hilchos De’os that maintaining physical and spiritual health requires establishing healthy boundaries. Consider: Creating “ad-free zones” in your home where beauty marketing can’t reach Making a game of spotting manipulative marketing tactics The Orchos Tzaddikim’s teachings on cultivating genuine self-worth Social Media Awareness Rav Dessler would likely have viewed social media as one of the greatest tests of our generation regarding artificial desires. Consider: The Peleh Yoetz’s teachings about protecting our eyes and minds Having open discussions about filtered images through the lens of […]