10-Year-Old’s Luxury Skincare Routine Sparks Debate on Youth Beauty Products
The beauty industry is witnessing a remarkable shift as children as young as ten develop elaborate skincare routines, raising concerns among health professionals and lawmakers. At the center of this trend is Naiya White, a fourth-grader from Grand Junction, Colorado, whose sophisticated skincare regimen mirrors that of many adults.
Every evening, Naiya meticulously follows her multi-step routine. She begins with Evereden multi-vitamin face wash, carefully applies Aquaphor healing ointment under her eyes, and treats her lips with Laneige’s vanilla and candy cane flavored mask. The finale involves an application of Evereden moisturizer, completing what has become a sacred ritual for this young beauty enthusiast.
The Rise of “Sephora Kids”
Accompanied by her mother Ashley Paige, a 37-year-old brand strategist, Naiya makes regular pilgrimages to high-end beauty retailers Sephora and Ulta approximately three times monthly. This phenomenon has become so widespread that these young consumers have earned the moniker “Sephora kids,” representing a generation for whom premium skincare has become an essential part of daily life.
Growing Concerns and Legislative Action
The trend has caught the attention of California lawmakers, who have become the first to propose legislation restricting the sale of certain beauty products to minors. State Assembly member Alex Lee has introduced a bill targeting products containing ingredients like retinol and specific acids, citing concerns about their effects on developing skin.
Dermatologists are raising red flags about the potential dangers of using anti-aging products on young skin. Dr. Brooke Jeffy, a dermatologist in Scottsdale, Arizona, reports a significant increase in young patients since late 2023, many influenced by social media trends.
The Social Media Impact
Generation Alpha’s skincare spending has seen a dramatic increase, with NielsenIQ reporting that households with children aged 6-12 spent $2.4 billion on facial skincare in 2023 – a 27.2% annual increase. This surge is largely attributed to “skinfluencers” on platforms like TikTok, where elaborate skincare routines are regularly showcased.
Naiya and her mother have embraced this digital aspect, maintaining a TikTok account with over 60,000 followers where they share their carefully researched skincare choices. “We always research before,” Naiya explains, emphasizing their commitment to safe, age-appropriate products.
As the beauty industry continues to capture younger consumers, the debate intensifies between personal choice and protection, leaving parents, lawmakers, and health professionals to navigate this complex landscape of youth beauty culture.