A Guardian investigation has uncovered a disturbing trend on TikTok, with children as young as two appearing in videos demonstrating skincare routines. Analysis of 7,600 skincare-related posts found that 400 featured children believed to be under 13, including at least 90 under-fives. The findings have sparked concerns about the beauty industry's reach and lack of safeguards for child influencers.
Many of the videos closely resemble advertising, with children showing products to the camera and explaining their routines. In one clip, a mother holds her two-year-old up to the camera, prompting her to say 'welcome to my skincare' before applying moisturiser. Another video shows a primary-school-aged child aiming for 'glass skin', a term for an intensely hydrated complexion.
Dermatologists have warned that children do not need multi-step skincare routines and that the trend is fuelling anxiety about appearance at ever younger ages. Dr Amy Perkins said: 'Most children do not need skincare beyond gentle soap, simple moisturising if their skin is dry, and sunscreen when outdoors.' Dr Emma Wedgeworth added that young children lack the knowledge to assess products for their skin.
The investigation follows action by the Italian competition authority, which inspected offices of Sephora and Benefit Cosmetics over sales of skincare products to children. LVMH, the owner of both brands, said it would cooperate with authorities. The Guardian also found evidence of young influencers receiving free products in exchange for posts, with no comparable labour laws to those protecting child performers in film or television.
Liberal Democrat MP Victoria Collins called the findings 'deeply disturbing' and a 'dangerous double standard', urging closure of the regulatory gap that leaves young people vulnerable to exploitation. Experts say that even when parents share content for fun, the absence of clear safeguards poses risks, particularly when content generates attention or engagement.
