Cute or Dystopian? The Buzz Around Children's Skincare and Why Doctors Say No ― New Norms for Parents in the Age of Social Media

"Beyond 'Sephora Kids'—The Light and Shadow of Children's Skincare"

An article published by the British newspaper The Independent on November 19 discusses the global debate surrounding the children's skincare boom, urging experts to call for a "stop."The Independent

The children's skincare brand "Rini," launched by actress Shay Mitchell, and the "Sephora Kids" phenomenon trending on TikTok. As elementary school students demand luxury serums at department store cosmetic counters and seven-year-olds post "Get Ready With Me" videos, where are parents' anxieties and the mixed reactions on social media headed?

This article, based on the Independent's content, considers how to protect "children's skin" and "self-esteem" by incorporating the latest research and voices from social media.The Independent

1. What's Happening—The Rini and "Sephora Kids" Phenomenon

According to The Independent, in recent years, beauty brands have been targeting the "children's market" as a new frontier. Rini, launched by Shay Mitchell, offers skincare products for children that are visually "cute," such as face masks with animal illustrations.The Independent

On Instagram, she speaks of "fun, gentle, and safe self-care for kids," but on social media, criticism abounds: "Do four-year-olds need face masks?" "Is it instilling beauty anxiety in children?" One user harshly comments, calling it "just child consumerism."EW.com

The backdrop to this controversy is the existence of "Sephora Kids." On TikTok and YouTube, there are numerous videos of children around ten years old showcasing luxury cosmetics purchased at Sephora and demonstrating their "15-step morning skincare routine."The Guardian+1

- Many followers leave positive comments like "Too cute" and "I wish I started beauty care at that age."
- On the other hand, complaints from store staff and adult customers include "They mess up the testers" and "They verbally abuse the staff."Bored Panda

Such phenomena are not irrelevant in Japan's drugstores and variety shops. On social media, stories are gradually increasing about "elementary school kids asking where retinol is" and "seeing kids applying face packs with testers."

2. What Experts Are Really Concerned About—"Skin" and "Time"

The message from dermatologists interviewed in the Independent article is very simple.

What children need is gentle cleansers, fragrance-free simple moisturizers, and adequate sunscreen—that's it.The Independent

There are mainly two reasons.

(1) The Incomplete "Skin Barrier"

- Children's stratum corneum is thinner than adults', allowing deeper penetration of ingredients
- As a result, they are more prone to irritation, allergies, and inflammation.

Dermatologists in the US and Canada point out the risks of teens and pre-teens using adult-oriented retinol, whitening ingredients, and AHA/BHA (fruit acids), which can lead to dermatitis and lifelong allergies.uhhospitals.org

(2) "Playtime" Being Replaced by Beauty Routines

The Independent article also expresses concern about children prioritizing skincare over playtime.The Independent

Time that should be spent playing outside with friends, drawing, or reading books is being replaced by time spent scrutinizing pores and spots in front of the mirror.
As a result,

• "There are so many places on my face that need fixing."

• "I can't post unless my skin is perfect."

There is a danger of acquiring such perceptions at an excessively early stage.

3. What Items Should Children Avoid?

The Independent lists specific items that dermatologists deem "not suitable for children." Here, we break down the key points.The Independent

1. Peptide-containing serums and "firmness and elasticity-boosting" serums

   • Ingredients claiming to boost collagen production are unnecessary for children who are already rich in collagen.

   • Excessive stimulation may lead to dryness and barrier disruption.

2. Retinol and potent "anti-aging" creams

   • Ingredients aimed at wrinkle prevention are overkill for ages without wrinkles.

   • Cases of redness, peeling, and pigmentation have also been reported.

3. High-alcohol astringent lotions and wipe-off toners

   • While promising "smooth skin" and "poreless" effects, they are too drying and degreasing for children's skin.

4. Peeling and scrubs that dissolve keratin with acids

   • AHA/BHA and high-concentration vitamin C, ingredients that even adults need to use cautiously, are particularly dangerous.

5. Body soaps containing the antibacterial agent triclosan

   • Reported to disrupt the balance of skin flora and potentially relate to allergies and eczema.

6. Perfumes, body sprays, and glitter body products containing phthalates

   • Concerns about hormone secretion effects have made them a target for monitoring as environmental hormones.

7. Essential oils (especially lavender, tea tree, citrus)

   • Often misunderstood as "organic and safe," they are frequently reported as causes of contact dermatitis in children.

As the list shows, many so-called "Instagrammable" items are not only unnecessary for children's daily care but can also be detrimental.

4. The Reality of "TikTok Skincare" as Shown by Research

A study introduced by The Independent in the pediatric journal Pediatrics analyzed 100 skincare videos posted by girls under 18, finding that each routine contained an average of 11 types of "irritating active ingredients."The Independent

Other studies and commentaries report that the total cost of products introduced in these videos can reach about $200 (approximately 30,000 yen) per month, yet sunscreen appears in only about 25% of them.ScienceDaily

In other words,

• expensive

• with numerous ingredients

• high risk of skin trouble

• yet neglecting essential UV care

is a routine that, from a doctor's perspective, is "neither cost-effective nor safe," yet is widely spread by algorithms.

5. Social Media Reactions—Not Just Backlash, But "Wavering Voices"

Reactions on social media regarding Rini and Sephora Kids seem to fall into three main categories.

(1) Strong Critics

According to summaries by Entertainment Weekly and various news sites, posts with the following tones were prominent on X (formerly Twitter) and Instagram.EW.com

• "This is a new anxiety business for kids."

• "I don't want childhood to be dominated by 'anti-aging.'"

• "Sephora is not a theme park. I wish kids who destroy testers would be banned."

On TikTok, videos criticizing Rini's toddler masks have garnered millions of views, with the word "dystopian" trending.The Guardian

(2) Proponents

Conversely, there are voices defending Rini and people who find Sephora Kids "cute." A commentary in Marie Claire points out that "the issue is not children's skincare itself, but society's tendency to undervalue beauty."Marie Claire

"Time spent doing face masks with parents becomes a chance to reflect on the day and start conversations," "Skincare can be a place to learn self-esteem and self-care," are positive experiences frequently posted on social media.

(3) Neutral and Conflicted##HTML_TAG_