Face masks for children 4 years old. Dermatologists sound the alarm over the 'dystopian' trend
Dermatologists have criticized a new skincare brand launched by an actress, labeling it straight “dystopian” for creating face masks for four-year-olds, warning that the beauty industry is now expanding its target audience from teenagers to very young children.
PHOTO Shutterstock
More and more brands are entering the market of care products for children, teenagers and young people. In October, Ever-eden was launched in the US, the first brand designed specifically for under 14s. Superdrug has just released a range dedicated to those aged between 13 and 28, writes The Guardian.
Several brands have become extremely popular among very young children active on social media, a phenomenon known as “Sephora Kids”. These kids post videos showcasing products from Drunk Elephant, Bubble, Sol de Janeiro and the like.
Actress Shay Mitchell, who has 35.2 million followers and is known for her role in the show Pretty Little Liarslaunched a hydrogel skincare mask for kids, saying it was “inspired” by her daughters. He says he wanted to create something “fun, delicate and safe”.
Rini's co-founders, including Esther Song and Matte Babel, describe the brand right “where skin care meets play”with the mission to cultivate “healthy habits, self-confidence and well-thought-out daily care essentials accessible to every family.”
Dermatologists criticize the trend
However, the trend has generated a wave of criticism from dermatologists and online commentators. Dr Emma Wedgeworth, consultant dermatologist at 55 Harley Street, London, listed as law “ridiculous”. She said: “I think these products are completely unnecessary. When we look at what we put on children's skin, we have to weigh the benefits and the risks, and there are no real benefits here, but we are exposing children to unnecessary risks.“
She added that the very young are naturally uninhibited, “and we shouldn't encourage them to focus on appearance or develop anxieties about how their skin looks”. He explained that children's skin is more sensitive, “and exposure to numerous unnecessary chemicals increases their risk of future irritation and sensitization.”
“A chillingly dystopian direction”
Dermatologist Amy Perkins posted on Instagram: “Rini has been promoting 'gentle' face masks to 'restore' youthful skin… They describe them as 'where skincare and play meet innovation'… and it sounds like a chillingly dystopian direction to me.” She said the beauty industry is “broadening its reach from teenagers to very young children”.
Rini's products include fragrance-free, animal-themed daily face masks for four-year-olds and over, priced at £11 a pack. They are made of 100% cotton and contain vitamin E, according to the website.
Skincare for children under 14 years old
In October, Ever-eden became the first skincare brand developed by pediatric dermatologists especially for those under 14. At launch, the company stated that the market entry marks the creation of a category for the Alpha generation – approximately 1 to 15 years – based on science, safety and education.
On the site, customers can select products aimed at children aged three to eight, including a facial cleanser and SPF 20 cream, plus a free hair band, priced at $48 (£36). The product, it says on the website, is formulated for children three years and older, is dermatologically tested, safe for sensitive skin and vegan.
The company also sells a “kids routine pack”priced at $92 (£70), which includes shampoo, conditioner, multivitamin facial cream and cleansing gel. And this one is also intended for children aged three and above.
