The Illusion of Need

As a newish mother, I am acutely aware of the myriad ways society continues to fail our children, and the rise of beauty products aimed at the youngest among us is nothing short of alarming. I stumbled upon a brand, Rini, marketing hydrating face masks specifically for four-year-olds. A product boasting claims like improved skin elasticity and texture should not even be on the radar of children whose main concerns should be toys, playdates, and snacks. Yet, here we are—a skincare company aimed at preschoolers.

The Absurdity of Youthful Beauty

On one hand, one might argue there is no harm in giving children a squeaky-clean face. After all, kids are notorious for smearing random substances across their skin, from face paint to toothpaste—or worse. But while some parents might be delighted to see their little ones touch the glamorous world of Korean beauty, I, for one, am far more concerned with the reality of childhood illnesses circulating at daycare. The notion that toddlers should begin their skincare journeys in the same breath is disheartening and perplexing.

The demand for products like Rini's comes on the heels of the broader phenomenon dubbed “Sephora kids”—a phrase representing the intense connections between preteens and high-end beauty stores. This relationship signifies an unsettling truth: no age range is free from the grasp of capitalism in 2025. Children, some barely out of toddlerhood, are embroiled in a culture that emphasizes appearance over well-being.

Children Don't Need Skincare

Let's pause for a moment. Children do not need skincare products. Most adults don't, either, yet we find ourselves ensnared in a troubling cycle of consumerism that equates desire with necessity. The market for cosmetic products targeted at children is not about genuine needs; it is about churning out profits. And why are children demanding these products? Because they see them, just like we do.

“Driven by impossible standards, society decrees that just as women want to look younger, teens want to look older and so, it seems, do four-year-olds.”

The Influence of Adult Rituals

It's worth considering the cultural implications when children begin mimicking adult beauty rituals. I wouldn't lay the blame solely at the feet of parents, despite the awkward reality of sneaking a bit of mom's moisturizer while avoiding judgment. Children naturally imitate adult behaviors, absorbing the world around them. If they witness the allure of makeup tutorials on TikTok, it's not surprising they want in on the action—despite being ill-equipped to navigate its complexities.

A pediatric dermatologist, Dr. Alexis Granite, cautions against the dangers of early exposure to skincare products, emphasizing the emotional ramifications of prescribing beauty standards to young children. “We don't want to instill a sense of insecurity about their skin or sow the seeds for a lifetime of self-consciousness,” she says. However, the allure of beauty is potent, and the messages conveyed to children are layered with the idea that their worth may be tied to their appearance.

Cultural Expectations and Emotional Charge

This is where it becomes unsettling. Traditional notions of femininity become tangled in commercialization, leading children to equate beauty with value. Norms push women to appear youthful while simultaneously ridiculing the aging process, creating a fear of inadequacy that can permeate even the youngest minds.

Image representing children and beauty products

Addressing the Root Causes

The fact is, children are not demanding face masks out of nowhere. When I see kids yearning for these products, I can't help but engage with the root causes. It's like the adult world has blurred the lines, making childhood feel like a phase in a larger performance. We must grapple with these standards and the pressures influencing our children's mentalities.

Ultimately, while it's tempting to think it's all harmless fun, plastering labels of beauty onto the innocent faces of our children widens an unsettling divide. It's a reflection of us—the adults who perpetuate these unrealistic ideals. As parents, we face the daunting challenge of fostering a sense of self that transcends mere appearance.

Conclusion: A Call to Reflection

We have a duty to be vigilant in making choices that safeguard our children's well-being and preserve their innocence. Our challenge as a society is to recognize the detrimental effects of commodifying beauty for young minds and to spark a conversation that questions these emerging norms. If we don't challenge these trends, who will? The road ahead calls for a concerted effort to redefine what beauty truly means—beyond the surface.

Morwenna Ferrier is the Guardian's fashion and lifestyle editor.

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