Dermatologists warn of risks as beauty brands aggressively market skincare products to very young children.
A new wave of beauty brands is rapidly turning young children into consumers of face masks, serums and multi-step skincare routines. While parents and experts raise alarms, the market for kid-focused cosmetics continues to grow, fueled by TikTok trends and celebrity-backed product launches.
A Fast-Rising Market Targeting Kids
The global beauty industry has shifted dramatically with the emergence of Gen Alpha, children born between 2010 and 2024 who consume social media content earlier than any generation before them. The launch of Rini, a beauty brand backed by Canadian actress Shay Mitchell, triggered widespread debate when it introduced hydrating face masks for children as young as three. The five-mask bundle, featuring Puppy, Panda and Unicorn designs, sells for about 35 dollars.
Meanwhile, US-based Evereden has built a booming pre-teen market, offering mists, toners and moisturizers with claimed annual sales surpassing 100 million dollars. Another significant moment occurred in October when 15-year-old YouTuber Salish Matter attracted tens of thousands to a New Jersey mall for the launch of her brand Sincerely Yours, requiring police reinforcements to manage the crowd.
Expert Warnings on Skin Health
Dermatologists strongly caution against exposing children to unnecessary skincare routines. Laurence Coiffard, a researcher at the University of Nantes, emphasized that children only need basic hygiene products and sun protection. She warned that the early use of adult cosmetics increases risks of skin allergies and exposure to endocrine disruptors and phytoestrogens, which may interfere with hormone development.
The rise of the so-called “Sephora Kids” illustrates how younger girls imitate influencers on TikTok and YouTube. Some influencers promoting these routines are as young as seven, encouraging followers to adopt multi-step regimens typically used by adults.
Social Media’s Influence on Beauty Behaviors
To understand the scope of the trend, Chicago-based dermatologist Molly Hales spent months posing as a 13-year-old on TikTok. She and fellow researcher Sarah Rigali found their feeds quickly “saturated” with beauty content aimed at minors. After analyzing 100 videos from 82 profiles, they observed children applying up to 14 products in a single routine, sometimes resulting in burning rashes.
The most popular videos, “Get Ready with Me”, featured an average of six products, including expensive anti-ageing creams with a combined average cost of 168 dollars. Hales noted that several heavily promoted brands marketed themselves as natural or gentle despite containing potentially irritating active ingredients.
Brands Pushing ‘Kid-Friendly’ Alternatives
With public concern rising, new beauty companies such as Rini, Evereden and Saint Crewe argue that they are simply offering safer options for curious tweens. Mitchell told her 35 million Instagram followers that children deserve products that are gentle and trustworthy. Yet dermatologists remain skeptical, warning that such products reinforce unrealistic beauty expectations and encourage costly, time-consuming routines that children do not need.
Psychological and Social Concerns
Beyond physical risks, experts worry about the deeper psychological impact. Pierre Vabres of the French Society of Dermatology warned that exposing children to beauty standards can distort their self-image and lead them to view themselves as miniature adults. This, he noted, may prompt children to prioritize appearance over healthier developmental pursuits.
The surge in child-focused beauty products signals a broader shift in how young children interact with consumer culture and social media. As dermatologists call for caution and parents question the necessity of such routines, the industry continues to expand, raising important questions about childhood, identity and well-being across modern societies.
Sources: The Jakarta Post (2025) , MSN (2025)
Keywords: Children Skincare, TikTok Beauty, Gen Alpha, Dermatology Warnings, Kid Cosmetics Market
