Generation Alpha Beauty Products Under Fire from Medical Professionals
Medical professionals are voicing serious concerns over the rising trend of beauty products specifically marketed towards Generation Alpha children, as reported by The Guardian. Dermatologists are taking skincare brands to task for targeting increasingly younger demographics, with some products designed for children as young as four years old.
Recent product launches include Shay Mitchell’s children-focused skincare line Rini. This line features everyday fragrance-free, animal-themed facial sheet masks for ages four and above, priced at £11 for a bundle. The products, made from 100% pure cotton, are enriched with vitamin E.
Dr. Claire Wolinsky, a New York City dermatologist, considers these extensive skincare routines as “mostly unnecessary” for young skin. She warns that the use of multiple products is likely to cause more skin irritation and represents an unnecessary financial burden for families.
The controversy underscores the beauty industry’s expansion from teenagers to toddlers. Generation Alpha has become increasingly captivated by beauty content on social media. The oldest members of this generation are turning 13 this year, yet brands are targeting much younger children with sophisticated skincare regimens traditionally designed for adults.
Source: Business of Fashion