Medical Experts Express Concern Over Beauty Product Trend Targeting Generation Alpha
Dermatologists and medical professionals are voicing serious concerns about a noticeable increase in beauty products specifically marketed to Generation Alpha, children aged 4-15. They describe some of these product launches as “dystopian” and potentially harmful to young skin. This criticism arises as brands broaden their target audience from teenagers to toddlers, introducing products like face masks designed for four-year-olds.
The controversy primarily involves brands such as Shay Mitchell’s new Rini line. This line includes “animal-themed facial sheet masks for those four and above” priced at £11 per bundle. The products are marketed as “where skincare and play meet innovation.” Medical experts express particular concern about these products. They fear that these products expose sensitive young skin to unnecessary ingredients and encourage children to focus on appearance at inappropriate ages.
Dr. Claire Wolinsky, a New York City dermatologist, describes extensive skincare routines for children as “mostly unnecessary.” She warns that “you’re likely to cause more irritation to the skin the more products you use.” This trend, sometimes referred to as “Sephora Kids,” has led to 7- to 15-year-olds crowding beauty retailers and purchasing high-end skincare products designed for adults. These products often contain active ingredients like retinol and glycolic acid.
In response to growing safety concerns, California introduced Bill AB 728 in February 2025. This bill would ban the sale of over-the-counter cosmetic products containing AHAs and Vitamin A derivatives to children under 13. While brands claim to promote healthy habits, dermatologists emphasize that only simple, functional care with gentle formulations is suitable for young children’s developing skin. These formulations should target basic needs like hydration and sun protection.
Source: Business of Fashion