Marketing or celebrity-led treatments for toddlers and upwards described as ‘ridiculous’ and lacking in skin benefit
Dermatologists have criticised an actor’s new skincare brand, calling it “dystopian” for creating face masks for four-year-olds, warning that the beauty industry is now expanding its reach from teenagers to toddlers.
It comes as a growing number of brands are moving into the children’s, teenage and young adult skincare market. In October, the first skincare brand developed for under-14s, Ever-eden, launched in the US. Superdrug has just created a range for those aged between 13 and 28.
A number of brands have surged in popularity among very young social-media users, creating a phenomenon known as “Sephora kids”. These children share videos showcasing beauty products from Drunk Elephant, Bubble, Sol de Janeiro and similar brands.
Actor Shay Mitchell, who has 35.2 million followers and is famous for her role in the American mystery teen drama series Pretty Little Liars, has released a hydrogel skincare mask for children, saying it was “inspired” by her daughters. She said she wanted to create something “fun, gentle and safe”.
