A major UK toy retailer is facing backlash from parents after introducing a range of skincare products aimed at young children, with critics branding the move “creepy” and inappropriate.
The controversy centres on The Entertainer, which operates more than 150 stores nationwide. The retailer has recently begun stocking skincare items from the brand Sol Beauty, both in-store and online. The range includes products such as brightening serums, hydrating oils, cleansers and body creams. Promotional material encourages children to follow a four-step skincare routine to achieve what is described as a “natural glow up.”
The issue gained traction after a shopper shared an image on X showing a display stand in one of the chain’s stores. The stand featured a young girl applying skincare products alongside the slogan: “4 steps to a natural glow up.” Many parents reacted angrily, arguing that the products promote adult beauty standards to children at an impressionable age. One critic wrote online: “That’s just plain creepy.” Another described the development as “dystopian,” raising concerns that traditional toys are being replaced with products linked to appearance and self-image.
However, not everyone agreed with the criticism. Some defended the retailer, arguing that children’s beauty products are not new. One commenter noted: “It’s not much different from the cheap makeup sets they’ve been selling little girls for years.” Another added: “It’s skincare, stop acting like it’s something inappropriate.”
In a statement, The Entertainer said it aims to cater to a wide range of customers while ensuring product safety. “As a national retailer we seek to serve a wide range of tastes and preferences with a great variety of high-quality and safe products,” a spokesperson said. The company added that the skincare items comply fully with UK cosmetics regulations and are widely available through other retailers. “Following feedback from some customers, we are undertaking additional review processes with all our suppliers of skincare products,” the statement continued.
