A fast growing wave of TikTok inspired beauty trends is pushing new skincare and makeup brands to target children as young as three, sparking major concern among dermatologists and parents. Experts warn that young skin does not need masks, toners or moisturisers yet more companies are now creating full beauty lines for kids and pre-teens.
The trend gained massive attention after the launch of Rini, a children’s beauty brand supported by Canadian actress Shay Mitchell. Rini sells five hydrating face masks designed specially for kids, with playful names like Puppy, Panda, and Unicorn. The bundle costs around $35.
Another US brand, Evereden, which focuses on pre-teens, offers face mists, toners and moisturisers and already reports more than $100 million in annual sales. Meanwhile, 15 year-old YouTuber Salish Matter drew huge crowds and even required police security during the launch of her brand Sincerely Yours in a New Jersey mall.
Dermatologists, however, strongly disagree with the growing commercialisation of children’s beauty routines. Researchers like Laurence Coiffard from the University of Nantes insist that kids only need basic hygiene products and sunscreen nothing more. Experts fear the trend encourages unhealthy beauty standards, unnecessary pressure, and risky habits at a very young age.
The rise of “Gen Alpha” children born between 2010 and 2024 has amplified the trend. Many young girls now copy the skincare routines of influencers or older teens, driven by TikTok and YouTube content. Some children online even call themselves “Sephora Kids,” mimicking adult beauty shopping culture.
Dermatologists warn of physical and psychological risks. Studies show kids using adult beauty products have a higher chance of developing skin allergies, hormonal disruptions, and irritation from harsh chemicals. Specialists also fear that constant exposure to beauty routines can negatively shape a child’s self image.
A US study published in Pediatrics revealed alarming behaviour: children using up to 14 products at once, waking at 4:30 am to complete skincare routines, and relying heavily on adult anti ageing creams. On TikTok, “Get Ready With Me” videos often showcase expensive multi-step routines costing up to $168 per child.
Despite concerns, brands like Rini and Evereden argue they offer safer alternatives by creating mild, kid-friendly products. But many dermatologists say these routines remain unnecessary, time-intensive, and potentially harmful steering children away from healthier uses of their time and money.
The kid-beauty boom shows no sign of slowing down, raising questions about the impact of social media, consumer culture, and unrealistic beauty expectations shaping the youngest generation.
