Leading dermatologists are sounding the alarm over what they describe as a 'dystopian' expansion of the beauty industry, with skincare products now being aggressively marketed to toddlers and very young children.
The Rise of 'Sephora Kids' and Celebrity Brands
This criticism comes amidst a significant market shift, with a growing number of brands targeting the children's, teenage, and young adult skincare sector. The phenomenon, often dubbed 'Sephora kids', sees very young social media users sharing videos showcasing products from popular brands like Drunk Elephant, Bubble, and Sol de Janeiro.
In a notable move, actor Shay Mitchell, famed for her role in Pretty Little Liars and boasting 35.2 million followers, has launched a hydrogel face mask for children, claiming inspiration from her own daughters. Meanwhile, the brand Rini, co-founded by Esther Song and Matte Babel, markets itself as 'where skincare meets play', offering animal-themed facial sheet masks for children as young as four.
Expert Backlash: 'Unnecessary and Ridiculous'
This trend has been met with firm opposition from medical professionals. Dr Emma Wedgeworth, a consultant dermatologist in central London, did not mince words, labelling the products as 'completely unnecessary' and 'ridiculous'.
'When we look at what we put on children’s skin, we must weigh up benefits and risks, and in this case there are no real benefits, yet we expose children to unnecessary risks,' Dr Wedgeworth stated. She emphasised that children's skin is more sensitive and that routines should be strictly functional: gentle cleansing, moisturising if needed, and sun protection.
She warned that these marketing-led products, often backed by celebrities, could create anxiety about appearance in naturally unselfconscious children and increase the risk of skin irritation and sensitisation later in life.
A Clash of Markets: Science vs. Marketing
Dermatologist Amy Perkins echoed these concerns on Instagram, calling Rini's face masks for young skin 'eerily dystopian' and evidence of the beauty industry 'expanding its reach from teens to toddlers'.
This stands in contrast to other market entries that claim a scientific basis. In October, Ever-eden launched in the US, branding itself as the first skincare range developed by paediatric dermatologists for those under 14. Similarly, in the UK, Superdrug has launched its 'POP' range, developed for generation Z (ages 13-28) with extensive testing on younger skin.
However, the core message from experts remains clear: for young children, less is more. The push for complex routines and playful products is a marketing-driven move that offers no genuine skin benefit and potentially carries significant risks for a child's developing and sensitive skin.
