A Guardian investigation has uncovered that children as young as two are featuring in TikTok videos demonstrating skincare routines, raising concerns over child exploitation and the reach of the beauty industry. Analysis of 7,600 posts found 400 videos featuring children believed to be under 13, with at least 90 involving under-fives, including babies and toddlers.
Dermatologists warn that multi-step routines are unnecessary for children and may damage skin. Dr Amy Perkins said most children need only gentle soap, simple moisturisers and sunscreen, adding that the trend is 'driven by social media and marketing, not dermatology'. Another specialist, Emma Wedgeworth, stressed that young children lack the judgment to assess products.
The Italian competition authority recently inspected Sephora and Benefit Cosmetics, owned by LVMH, over allegations they market adult skincare to children. LVMH stated it would 'fully cooperate' and reaffirmed compliance with Italian regulations. The Guardian found evidence that young influencers often receive free products in exchange for posts.
No specific labour laws protect child influencers, unlike child performers in film or modelling. Liberal Democrat MP Victoria Collins called the findings 'deeply disturbing' and a 'dark and exploitative corner of the internet', urging closure of the regulatory gap to prevent exploitation.
Some parents may share content innocently, but experts say the lack of safeguards poses risks, especially as such videos generate high engagement. The analysis included a mother prompting her two-year-old to say 'welcome to my skincare' while applying moisturiser, using the hashtag 'toddlersoftiktok'.
