Gone are the days when children and teens reached for whatever happened to be in the bathroom cabinet – a shared pot of Nivea, a spritz of Impulse body spray in a choice of sugary scents, and, for special occasions, a slick of glossy lip balm.
Fast forward to today, and children’s skincare has entered a whole new era. Purpose-built products, pastel packaging and age-targeted routines are now taking centre stage, with brands racing to cater specifically to young, developing skin. But as this category continues to grow at pace, an important question remains: is everyone truly on board with the rise of skincare for children – and should they be?
Why children’s skincare has suddenly exploded
Social media has become a fixture in most households, with platforms like TikTok and Instagram are now used by a wide range of age groups. With the rise of TikTok’s “Get Ready With Me” routines and influencers tailoring their content to multiple audiences, it’s hardly surprising that younger users are being drawn towards specific products and brands. As children consume this content on their own devices and then carry those conversations into playgrounds and classrooms, interest quickly gathers pace. Skincare, in this context, begins to shift from a simple habit into a social talking point.
There’s a well-documented 2024 phenomenon often referred to online as the “Sephora Kids” trend, where Sephora stores saw an influx of young shoppers obsessed with popular skincare brands like Drunk Elephant and others. Videos and posts from both customers and employees described children as young as 8–10 running around stores, loading baskets with expensive products, damaging testers, and treating the store like a playground, prompting frustration from employees and adult customers.
The fallout hit brands too. Drunk Elephant, once a beloved staple for adults, saw a notable drop in sales which attributed to losing its core adult audience and the brand being visibly linked with a younger demographic seeking skincare as a status symbol rather than a health-driven routine. The brand is currently in talks of rebranding, making it clear in their campaigns that their products aren’t developed for children.
Another brand making waves across both adult and children’s products is P.Louise, the viral British TikTok makeup brand that opened its first permanent UK store in Manchester in 2025. The space features dedicated makeup education zones and even a dancefloor for private events. While P.Louise originally focused on adult makeup, it has recently expanded into products for younger consumers. Its signature pink packaging and playful designs make these items particularly eye-catching for kids. Beyond makeup, the brand also offers pyjamas and accessories, turning the store into a one-stop destination for young, trend-savvy shoppers.
What young skin actually needs
Children’s skin is different from adult skin – it’s thinner, more sensitive, and still developing its natural barrier. This means it doesn’t require the same active ingredients that adults often seek. Despite this, the children’s skincare market has seen a surge of brands targeting younger audiences with “fun” formulations and trendy packaging. Products like Rini Kids by Shay Mitchell aim to make skincare playful and approachable, but not without controversy. Rini Kids, for example, faced backlash over the use of marketing and aesthetics that some critics felt were too adultified for children, sparking conversations about where to draw the line between fun and potentially inappropriate messaging.
Parents vs children: who is really driving the purchasing?
The children’s skincare market sits at an intersection between parental guidance and children’s influence. Parents seek products that are safe and simple. Brands like Byoma and Bubble cater to these concerns with clear ingredient transparency and minimalistic routines. Yet the influence of social media and peer culture means children are becoming more vocal in their preferences. Part of this dynamic is generational, many young parents today are Millennials and Gen Zers, who grew up socially savvy and comfortable navigating platforms like Instagram, TikTok, and YouTube. Their familiarity with digital trends naturally extends to their children, who are exposed to the same content, influencers, and conversations from an early age. Today’s market reflects a delicate balancing act, parents want to foster healthy habits and autonomy, whilst children are increasingly drawn to products as a form of self-expression.
When skincare becomes self-care
It’s important to acknowledge the positive role skincare can play when approached thoughtfully. For some children, simple regimes can introduce the concept of self-care in a healthy, age-appropriate way, reinforcing hygiene. Gentle cleansing after sports, moisturising dry winter skin, or learning the importance of SPF can become practical life habits. Some brands have shifted the narrative toward wellbeing rather than beauty, emphasising gentle formulas, natural ingredients and skin education. Organic Young champions organic, plant-based ingredients for sensitive skin.
Where the category is heading
As children’s and tween skincare continues to grow, the category is likely to face greater scrutiny and evolution. We may see clearer age guidance, increased dermatologist involvement, and stronger emphasis on education-led branding rather than trend-driven marketing. Whether catering to sensitive skin or offering organic alternatives, certain brands in the market reflect a broader shift toward intentional, age-appropriate care. The success of this category will depend upon whether brands can strike the right balance.
What Bespoke Advantage Thinks….
It’s clear that the children’s skincare and beauty market is here to stay, even as many parents remain cautious. Looking ahead, there’s potential for innovative concepts that balance safety, education, and fun. A tween-focused store, for example, could offer a dedicated space for young shoppers, one that prioritizes age-appropriate products, teaches proper skincare habits, and provides a safe, immersive environment. By combining educational workshops with experiential elements like fashion collaborations or interactive events, such a space could please these young shoppers whilst adopting healthy regimes. With plenty of inspiration from Korean retail concepts, a store like this could redefine how young audiences engage with beauty, making self-care accessible and responsible.
About Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – to develop and grow their brands across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
