Parenting and the Changing Landscape of Discussions

Every parent knows that certain conversations are part of the job—annoying, yet necessary. The classic “birds and bees” talk often feels like a daunting rite of passage. You try to put it off, but eventually, you just have to sit down and tackle your child’s questions as best as you can. It’s awkward, sure, but it’s also a sacred duty. This topic belongs in the realm of parental guidance—not to be shaped by society, corporations, or, say, a marketing executive from a beauty chain.

Recently, my daughter caught me watching news reports on a new ad campaign from Ulta. She has a budding interest in makeup, managing to tear her attention away from whatever device she was glued to. But what was initially excitement turned into confusion.

“Daddy, why is that man wearing a dress?” she asked, eyes wide.

That one threw me off. It wasn’t something I had prepared for. This wasn’t a question from a Sunday school class or a story from her mom. No, this inquiry came from a cosmetics company that had shifted focus from simple beauty products to discussions about gender identity.

At just ten years old, my daughter is at a delicate age, standing at the intersection of childhood and adolescence. While I envision teaching my sons about shaving someday, my wife is excited about passing on her knowledge of makeup to our daughter. It’s about confidence, not performance—a subtle means of self-expression.

But with this new campaign, Ulta had reshaped a rite of passage into a political platform. The way they approached this conversation was entirely outside my control. And that’s where the real issue lies.

Some parents on the left warn skeptically that they are fighting for the influence over our children. But it feels like they’ve already taken that influence and bypassed us.

Ulta isn’t the first brand to exploit the concept of womanhood for marketing purposes. Other companies like Bud Light or Target have promoted gender ideology not just as an option but as something virtuous. Right now, it’s considered “wonderful and brave” for a traditionally male figure to market beauty products to young girls.

For years, makeup has empowered women, allowing expression and building confidence. Yet, Ulta seems to have hijacked that space, opting for men in dresses instead of focusing on the women who have long been the heart of the beauty industry. They’ve turned spaces meant for beauty expression into platforms for ideological agendas.

What’s worse is that this approach undermines the patience and intent we parents strive to impart when teaching our daughters about dignity, humility, and true femininity. Being a woman encompasses intrinsic values—it isn’t simply a costume or performance.

In our home, makeup is not a mask; it’s a tool for enhancement. I want my daughter to realize that authentic beauty is about strength and elegance, rooted in reality.

This isn’t about harboring hatred towards anyone or diving deep into gender theories. It’s about a parent’s right to educate their child. As parents, we have the fundamental rights, supported by biology and the Constitution, to determine how and when our children engage with adult themes. We are the ones who guide lessons about life, relationships, and morals—these shouldn’t be dictated by online ads or store promotions.

A decade ago, I would’ve thought my biggest challenge was explaining the basics of biology. Now, it seems parents must clarify issues of gender identity and body modifications before even talking about how babies are conceived. We’ve morphed from protective guides into perceived barriers to their “authenticity.”

This isn’t merely a shift; it feels more like cultural appropriation.

Even in schools, libraries, and entertainment, the narrative is evident. Just ten years back, many wouldn’t have imagined needing to discuss “preferred pronouns” with young kids. If we shy away from these discussions, someone else will swoop in.

The push for inclusivity has become a veiled demand for compliance. Resist, and you risk terms like bias or bullying being thrown your way. Parents need to take the reins when it comes to shaping the moral landscape of their kids.

I didn’t sign up to navigate cultural upheavals; I signed up to be a father and to shield my daughter’s innocence until she can understand the truth. Such critical conversations shouldn’t be dictated by marketing boards chasing trends.

Ulta didn’t just sell mascara that day; it seemed to have sold out parents and the essence of womanhood.

Yet, amidst that uncomfortable moment, a meaningful dialogue emerged after her questions. We discussed personal identities, struggles, and the complexities of our world. We touched on compassion and honesty—the importance of loving others without compromising our beliefs.

Yes, this unexpected discussion forced me into a space I wasn’t prepared for. But it was a reminder that my words carry weight, as does the way I live them. She’s observing how I navigate my own beliefs while treating those I disagree with respect. She witnesses my dedication to her well-being and those around her.

Ultimately, she deserves more than just a marketing ploy disguised as guidance.

So does your daughter.

It’s essential to remind companies: while you may sell products, there’s a line—you cannot sell them the essence of our children.