TikTok Trends Fuel Growing Beauty Industry Targeting Children

A new wave of child-focused beauty products is sweeping the market, driven by TikTok and social media trends. Brands like Rini, Evereden, and Sincerely Yours are creating skincare and cosmetic products for children as young as 3, attracting attention from both parents and young consumers.

The Rise of Beauty Products for Kids

The cosmetics industry is increasingly targeting Generation Alpha, children born between 2010 and 2024. Many youngsters are adopting skincare and makeup routines inspired by popular TikTok and YouTube influencers. Rini, co-founded by Canadian actress Shay Mitchell, offers five hydrating face masks for kids, selling for around $35 (€30). Evereden sells products like face mists, toners, and moisturizers for pre-teens, reporting over $100 million in annual sales.

Health Concerns and Expert Warnings

Dermatologists warn that children’s skin does not need adult cosmetic products beyond basic hygiene and sun protection. Laurence Coiffard, researcher at the University of Nantes, emphasizes that early exposure to adult skincare can lead to skin allergies, hormone disruption, and other health issues. Molly Hales, a dermatologist at Northwestern University, studied TikTok videos and found children using multiple adult products, sometimes developing rashes or irritation.

Marketing Strategies Targeting Young Consumers

Brands like Rini and Evereden are positioning themselves as safer alternatives for kids. They aim to provide gentle, parent-approved skincare while capitalizing on social media trends. Influencers play a crucial role in shaping young consumers’ behavior, with tutorials, product reviews, and “Get Ready With Me” videos encouraging early adoption of complex beauty routines.

Psychological Impacts and Ethical Concerns

Experts warn that promoting beauty routines to children may have lasting psychological effects. Pierre Vabres from the French Society of Dermatology notes that marketing these products can give children a false sense of appearance expectations, turning them into “miniature adults” focused on beauty standards. Critics argue that these routines are unnecessary and time-consuming, potentially distracting children from more productive activities.

The Debate Between Innovation and Safety

While new child-oriented beauty brands promise safer products, the debate continues over whether children should use cosmetics at all. Parents and health professionals must weigh the benefits of gentle skincare against potential risks to physical health and mental well-being. Brands emphasize transparency, safety, and age-appropriate formulations to address these concerns.

Looking Ahead

As social media continues to influence consumer behavior, child-focused beauty products are likely to grow in popularity. However, experts urge caution and recommend prioritizing education, daily hygiene, and age-appropriate skincare practices over commercialized beauty routines.

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