Kylie Lang on skincare for children and the dangers that come with it

Beauty brands are now marketing facial masks and serums to children as young as four ... sparking outrage, Kylie Lang writes. VOTE NOW

Skin care can be a lucrative market ... but also a dangerous one?

Here’s something I never thought I’d write: four-year-olds do not need hydrating facial masks. To those parents who think otherwise, take another look at your child’s skin.

It is flawless, dewy and plump and, contrary to a claim by one of several new beauty brands aimed at kids, it does not need “recovery” – from what, life since exiting the womb?

Trying to hook children on vanity disguised as “self-care” will only set them on the path to self-loathing many adults have been travelling for too long.

While it stands to make more people rich in a multibillion-dollar industry already feeding off grown-up insecurities, it is just another detour from a healthy childhood.

It’s unsurprising these products are finding their biggest audience on social media, which has excelled at manipulating young minds and exacerbating negative behaviours and poor self-esteem.

This month, Rini entered the fray.

Co-founder Shay Mitchell said she was so excited to finally be able to let kids “do what mummy does”.

“Kids are naturally curious and instead of ignoring that, we can embrace it … sweet moments that bring us closer,” she gushed on Instagram. Mitchell is an actor who recently starred in the American drama series Pretty Little Liars so maybe she’s a little more out of touch than most people – then again, Rini’s Instagram account amassed more than 10,000 followers in its first two weeks, so perhaps not.

It’s unsurprising products are finding their biggest audience on social media.

Many have been scathing of the brand – which apparently took three years to develop and comprises five face masks. Bath “essentials”, a healing ointment and daily barrier cream are next.

As one observer noted: “Saying it’s fun for kids to imitate their mums doesn’t justify it; wine looks fun too, and we don’t make wine for kids. Many adult behaviours look fun, yet we protect children from them for a reason.”

Scottish dermatologist Amy Perkins has been outspoken about Rini, saying her greatest fear is not what’s on the skin but what’s going on in the mind.

Dr Perkins says kids need messy play “and adults who protect them from beauty marketing that tells them their skin needs ‘fixing’”.

Facial products is a lucrative market.

“When we label beautification as ‘self-care’ we teach kids their worth depends on products,” she says.

“Every week I see the psychological toll of beauty marketing and social media on children and their parents: anxiety, guilt and comparison.”

Rini says its products, made in Korea and dermatologist-tested, aim to “redefine play for little faces with big imaginations” and “nurture healthy habits and self-expression in a safe, responsible way”.

According to its website, each mask is designed to “hydrate” kids after playtime or after being out in the sun.

Has anyone heard of sunscreen?

Kylie Lang’s dermatologist says sunscreen is still, by far, the most important product we can use on our skin.

My dermatologist says it is still, by far, the most important product we can use on our skin.

There are now myriad cosmetics brands aiming to reach ever-younger consumers or “Sephora kids”.

Retail giant Mecca stocks childhood favourites including Drunk Elephant, Glow Recipe and Summer Fridays. You can also find cheap knock-offs in department stores
and, of course, online shopping is
next level.

A recent study of 1000 parents of tweens (under age 12) and young teens found cleansers and lotions were the most popular among girls, however, more advanced products like serums and facial oils were used by one-quarter of them.

The study, by US insights technology company Aytm in collaboration with Revlon, revealed just over half of parents thought girls should wait until they were at least 16 to use serums.

So why let them sooner? Who’s in charge here?

Most parents said it was the brand’s responsibility to provide accurate product information, including on ingredients such as retinol, AHAs and even Vitamin C, which sounds innocuous but is an acid harmful to young skin.

Transparency is important, yes, but so is parenting and taking the lead in your child’s development.

Sydney-based dermatologist Ingrid Seaburn describes marketing to tweens as dangerous.

She says some products not only cause immediate irritation but also can create long-term sensitivity and skin damage.

And here I was thinking 18 year olds pumping their foreheads with Botox was a worry.

Kylie Lang is Associate Editor of The Courier-Mail
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Originally published as Kylie Lang on skincare for children and the dangers that come with it