A wave of TikTok-driven skincare trends is pushing beauty brands to target children — even though dermatologists strongly warn that young skin should not be exposed to cosmetic products.
The launch of Rini, a new beauty brand backed by Canadian actress Shay Mitchell, has sparked major debate. Marketed for children as young as three years old, the company sells a pack of five hydrating face masks themed as Puppy, Panda, and Unicorn for about $35.
Other brands are riding the same trend. The US-based Evereden, which caters to pre-teens with toners, face mists, and moisturizers, claims to have surpassed $100 million in annual sales. Meanwhile, 15-year-old YouTuber Salish Matter drew huge crowds to a New Jersey mall to launch her beauty line, Sincerely Yours.
But experts say this trend is alarming.
According to Laurence Coiffard, a French cosmetics researcher, “Children’s skin needs nothing beyond basic hygiene products and sunscreen.” She warns that using adult skincare products at a young age can raise the risk of allergies and hormone-disrupting chemical exposure.
The Rise of ‘Sephora Kids’
Children born in the Gen Alpha era (2010–2024) are heavily influenced by TikTok and YouTube creators their own age. Many copy adult skincare routines, using multiple products meant for mature skin. This has given rise to the term “Sephora Kids.”
A study by dermatologists Molly Hales and Sarah Rigali revealed how easily TikTok’s algorithm pushes extreme skincare content toward minors. In 100 videos analyzed, they saw children layering up to 14 products, some causing burning rashes. Other videos showed girls waking up at 4:30 a.m. just to complete complex beauty routines.
Many of the most popular “Get Ready With Me” videos showcased an average of six products, with the combined cost reaching $168 — often including anti-ageing creams.
Are ‘Kid-Friendly’ Beauty Brands the Solution?
Brands like Rini, Evereden, and Saint Crewe claim they’re offering safer alternatives tailored for young, curious consumers. “Instead of ignoring kids’ interest in skincare, we can provide gentle products parents trust,” Mitchell told her Instagram followers.
Hales, however, maintains a cautious stance. While she sees potential benefits in switching children away from harsh adult products, she emphasizes that most skincare simply isn’t necessary for kids in the first place.
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