Inside TikTok-fueled beauty brands now targeting children

Children are at the risk as the TikTok-driven beauty brands are turning a new generation of kids into target customers by acquainting them with viral skincare and make-up routines.

The launch of Rini, a beauty company aimed at pre-teens as young as three, earlier this month has raised concerns among parents, dermatologists, and the cosmetics industry.

The company has launched a bundle of five hydrating face masks, with different varieties named Panda, Puppy, and Unicorn. The bundle costs around $35 (30 euros).

Another beauty brand targeting children is making headlines due to its products, such as toners, face-mists, and moisturisers which are specifically designed for children. As a result, their sales have reached 100 million.

The unfolding crisis

Given the popularity of viral TikTok trends based on beauty products and routines, the teens are even establishing their own brands for the next generation.

The 15-year-old American YouTuber Salish Matter has unveiled her beauty brand “Sincerely Yours”, which attracted tens of thousands people to its launch event.

Similarly, the girls belonging to Gen Alpha are also turning towards make-up, skincare and hair routines similar to their mothers.

The popular French beauty retailer, “Sephora Kids” is also aiming to

“Sephora Kids” refers to children as young as 7 who try to imitate popular TikTok or YouTube influencers by seeking out products from the popular French beauty retailer Sephora.

According to Laurence Coiffard, a researcher at the University of Nantes in France, “Children’s skin does not need cosmetics, apart from daily hygiene products — toothpaste and shower gel — and sun cream when there is exposure.”

As per research, children who use the adult cosmetics and creams are more prone to the risk of developing skin allergies, endocrine disruptors and phytoestrogens later in life stages.

The most popular videos titled “Get Ready with Me”, are also responsible for influencing children’s skincare.

According to Molly Hales, an American dermatologist at Northwestern University in Chicago, “I was shocked by the scope of what I was seeing in these videos, especially the sheer number of products that these girls were using.”