A Guardian investigation has revealed that children as young as two are appearing in TikTok videos demonstrating skincare routines, raising concerns about the beauty industry's reach and the lack of safeguards for child influencers. The analysis of 7,600 skincare-related posts found 400 featuring children believed to be under 13, with at least 90 featuring under-fives, including babies and toddlers.
More than 1,000 videos featured someone believed to be under 18, equivalent to almost one in seven of the videos sampled. Many posts closely resembled advertising, often without clear disclosure of brand relationships. Dermatologists have warned that children do not need multi-step skincare routines, and the trend is fuelling appearance anxiety at ever younger ages.
The investigation follows action by the Italian competition authority, which in March inspected offices of Sephora and Benefit Cosmetics over how they sell skincare to children. The watchdog noted that primary-school-aged girls may have been targeted with face masks, serums and anti-ageing creams meant for adults. LVMH, which owns both brands, said it would cooperate with authorities.
Evidence emerged that many young TikTok users received free products in exchange for posts as part of influencer programmes. Unlike child performers in film and television, no comparable labour laws protect children on social media. Victoria Collins, Liberal Democrat MP, called the findings 'deeply disturbing' and highlighted a 'dangerous double standard' where child influencer content generates thousands of views without safeguards.
Dermatologists stressed that most children need only gentle soap, moisturiser if dry, and sunscreen. Dr Amy Perkins said the trend for multi-step 'glow' or 'anti-ageing' routines is driven by social media, not dermatology. Dr Emma Wedgeworth added that young children lack the judgment to assess skincare products and should not be sharing routines online.
