A 9-year-old girl in Ohio wants a skincare fridge. Her mother, an elementary school teacher, says most of her female students by fifth or sixth grade already have one. The trend, fueled by social media and a booming market for child-focused skincare, is raising questions about the age at which children are introduced to complex beauty routines.
The phenomenon gained attention after actor Shay Mitchell, known for her role in “Pretty Little Liars,” co-founded Rini, a skincare company that launched a sheet mask specifically designed for toddlers. The product, a vegan, mushroom-serum-based mask for ages 3 and up, quickly drew criticism online, with many questioning the necessity of skincare for young children. Rini subsequently raised the minimum age for its masks to 4.
Rini is not alone. Companies like Tubby Todd Bath Co. Advertise “baby’s first skincare routine,” even as Evereden, which recently partnered with Sephora for a nationwide launch next month, depicts children’s bathrooms stocked with skincare products. Evereden’s Barbie Kids Happy Face Duo, a face wash and moisturizer, even includes rhinestone stickers for customization. Pipa, a tween skincare brand, encourages starting routines at age 8. Sincerely Yours, Sephora’s first Gen Alpha partner, co-founded by a 15-year-old YouTuber, drew an estimated crowd of 80,000 to a rollout event in New Jersey, many of whom were younger than middle school age.
Dermatologists generally agree that children require minimal skincare – soap, lotion, and sunscreen are sufficient. The benefits of many adult skincare products are already debated; for children, anything beyond the basics is considered unnecessary. However, the market is responding to a perceived demand, driven in part by millennial parents who grew up with the wellness economy, according to Kimberley Ho, a co-founder of Evereden. “Is it any wonder their kids are interested too?” she said.
The lines between hygiene, wellness, and beauty are increasingly blurred, with companies framing skincare as a form of play. Evereden’s Ho likened it to “slime-making or nail art,” rather than a serious beauty regimen. Rini is now releasing “face and body crayons” to further emphasize the playful aspect.
But some experts worry about the potential psychological effects of introducing skincare at a young age. Katie Hurley, a child and adolescent psychotherapist, argues that prepackaged sheet masks limit imagination compared to children creating their own versions during play. Susan Linn, a psychologist and author, suggests that early exposure to skincare could contribute to insecurities typically associated with adolescence, chipping away at the independence of “middle childhood.”
Companies maintain that their products are designed for skin health and promote simplicity, focusing on cleansing, moisturizing, and sun protection. Pipa, Evereden, Sincerely Yours, and Tubby Todd Bath Co. All stated they offer age-appropriate products. Rini declined to comment.
Despite the marketing, skepticism remains. Charlotte, the 9-year-old from Ohio, questioned the very idea of a toddler sheet mask. “That’s really weird,” she said. “If they get chocolate or mud on their face, you could just get a paper towel and wipe it off and they would be fine.” Rini even offers Bamboo Face Wipes for such messes, “to soothe and hydrate with every swipe.”
