Key Highlights
- The skin-care industry is expanding its target audience to include toddlers and young children.
- Companies like Rini and Evereden are catering to the wellness economy by offering child-specific skincare products.
- Megan Moore, an elementary school teacher, observes that many of her students have a dedicated fridge for skincare routines.
- Experts warn that introducing skin care at such a young age could deprive children of imagination and independence.
The New Frontier: Skin Care for Toddlers
You might think this is new, but the skin-care industry has always been about expanding its customer base. Now, they’re going after toddlers, and it’s a move that could have both parents and experts worried.
Rini and the Early Adopters
Shay Mitchell, known for her role in Pretty Little Liars, co-founded Rini with the intention of making skincare accessible to young children. Their Everyday Facial Sheet Mask quickly became controversial, with critics questioning why kids need skin care at such a tender age.
The Market Expansion
Companies like Tubby Todd Bath Co., Evereden, and Pipa are now pitching regimens for children as young as elementary school age. Sephora has even launched its Gen Alpha category, welcoming brands focused on younger audiences. This trend reflects the broader wellness economy that millennials helped create.
The Pushback
Parents may be willing to buy their kids skin care products if they are safe and help establish a good routine early. But skeptics argue that introducing adult beauty concepts at such an early age could have negative psychological impacts on children. Charlotte, the 9-year-old who tested Rini’s masks, voiced her concerns: “That’s really weird. I mean, who’s gonna put a face mask on a 3-year-old?”
Experts’ Concerns
Katie Hurley, a child and adolescent psychotherapist, warns that making skin care a daily ritual could deprive kids of the imagination afforded by simple play. Susan Linn, author of Consuming Kids, emphasizes the importance of childhood independence before the onset of puberty.
The Business Case
Companies like Evereden and Sincerely Yours see an opportunity in Gen Alpha. These brands market their products as tools for self-care rather than correction, emphasizing gentleness and simplicity. But selling prepackaged skincare to very young children daily is a distinct market from those who simply want to imitate adult routines.
Conclusion
The skin-care industry’s push into the toddler market is part of a broader trend in consumer goods. However, as it expands its customer base ever younger, it risks undermining the very independence and playfulness that are crucial for childhood development.