The Beauty Industry’s Reckless Obsession with Young Skin Needs to Stop!

The skincare industry has reached a dangerous tipping point. What was once a space dedicated to education and self-care has now devolved into a race to market harsh, unnecessary, and often harmful ingredients to our children.

Brands are deliberately targeting young consumers—pre-teens and teenagers—with anti-aging products laced with potent actives like retinol, AHAs, and BHAs. The so-called “Sephora Kids” trend isn’t just a harmless phase; it’s the result of an industry that has lost its moral compass, prioritizing profits over the long-term health of young skin. And now, California has finally stepped in with a bill to restrict the sale of anti-aging skincare to minors under 18.

But why did it take government intervention for us to acknowledge what should have been obvious?

The Dangers of Marketing Skincare to Children

Let’s be clear: a 12-year-old does not need retinol. They do not need aggressive exfoliants, high-strength vitamin C, or multi-step routines designed for mature skin. They need a simple, protective regimen—if anything at all.

Children’s skin is fundamentally different from adult skin. It is thinner, more sensitive, and still developing its natural barrier function. When exposed to strong actives too early, that barrier can be compromised, leading to long-term sensitivity, irritation, and even permanent damage. Yet, major beauty brands continue to push these products onto children, fueling an unnecessary obsession with “preventative aging” before kids have even reached puberty.

And let’s not pretend this is accidental. Brands know exactly what they are doing.

The Rise of Exploitative Marketing

Social media has made it easier than ever to sell insecurity, and beauty brands have wasted no time capitalizing on it. We’ve watched as companies leaned into influencer-driven marketing, using viral trends to normalize 10-step skincare routines for children. We’ve seen pre-teens panic about “preventing wrinkles” and spend their pocket money on products that were never meant for them.

This isn’t empowerment—it’s exploitation.

The same industry that once profited from making women fear aging has now pivoted to making children fear aging before they even hit high school. The message is insidious: Start young. Fight aging before it begins. Don’t let nature take its course.

It’s manipulative, it’s unethical, and it’s time for brands to be held accountable.

As Brand Custodians, We Have a Responsibility

This isn’t just about one brand or one product—it’s about an entire industry that has failed to self-regulate.

The responsibility lies with all of us—brand owners, formulators, marketers, and retailers. We are the gatekeepers of what ends up in the hands of young consumers. It is our duty to ensure that what we create, promote, and sell is safe, ethical, and necessary.

Government regulation should be a wake-up call, not a roadblock. The fact that laws are now being proposed to stop under-18s from buying anti-aging skincare proves that we, as an industry, have gone too far.

What We Can Do to Fix This

The solution isn’t complicated, but it does require a fundamental shift in how we approach skincare marketing:

• Stop selling fear to children. Beauty brands must stop pushing the idea that aging is something to fight from childhood.
• Remove harsh actives from products marketed to young consumers. There is no ethical justification for including retinol or aggressive acids in products designed for kids.
• Prioritize transparency and education. Instead of profiting from misinformation, brands should focus on empowering parents and young consumers with real, science-backed skincare knowledge.
• Retailers must take responsibility. Just as stores have age restrictions on certain products, they should extend the same consideration to skincare with strong actives.
• Government intervention: (this bill is just the beginning!)

  "Kids don’t need anti-aging products, and AB 2491 will protect children and preteens from the potential harms of using products that may lead to short- or long-term skin challenges they wouldn’t otherwise have.”

  By Alex Lee, Assembly Member, State of California

This is bigger than one brand, one trend, or one law. It’s about reshaping an industry that has lost sight of its ethical responsibility.

Because at the end of the day, children’s skin is not a market to be exploited. It’s time we all acted like it.

Building Vixin Beauty as an ethical brand and company with safe, responsible ingredients was always my number one priority. I have been banging on about the misuse of retinol for a long time because I knew this ingredient would eventually be banned. The potential harm isn’t just surface level—it can impact bone density, liver health, and more. That kind of risk should never be overlooked for profit.

I will keep yelling as loud as I can to stop the exploitation of our kids for corporate profit. Skincare should be about protection and care, not fear and marketing gimmicks. My integrity would never allow me to think otherwise. I guess I’m just different. People above profits has always been everything to me.