The Viral Kids Skincare Craze: What Every Parent Should Know (+ Safer Options)

Back-to-school shopping isn’t just about backpacks and pencils anymore. 

In 2023, sales of skincare products bought for kids aged 6-12 increased by almost 30% in a single year.¹ A quick scroll through TikTok reveals why.

For many kids, back-to-school prep now includes anti-aging serums, retinol creams, and $300 Sephora hauls. All before they’ve hit puberty. Not only is this concerning, but it’s also completely unnecessary. Skincare formulated for adult skin is not what kids' developing bodies need. 

From a holistic perspective, we’re here to offer a different take on the viral kids' skincare trend. Kidfluencer videos may be cute, but coating young, vulnerable skin with endocrine disruptors and harsh actives isn’t only over-the-top. These potent ingredients and extensive skincare routines do far more harm than good at this stage of development.

Kids need to build healthy relationships with personal care. How we teach our kids to care for their bodies should instill confidence, curiosity, and space to play – without the need to “fix” something about your face.

We know every parent is doing their best – navigating a world of viral trends, peer pressure, and confusing ingredient labels is no small task. We're not here to judge, just to offer clarity and a different approach.

So while the skincare world increasingly targets younger users, we’re offering a grounded alternative. One that helps you navigate kids skincare in a way that honors their developing bodies and hormones. 

But most importantly, it protects their innocence.

What Is the Sephora Kids Trend – And Why Are We Concerned?

This “Sephora Kids” trend is more than just a kids skincare trend. It’s a cultural shift that deserves a second look.

So, how did we get here? 

The rise of the “Sephora Kids” trend started with viral videos + social media-fueled obsession with skincare. Chances are, you’ve seen plenty of these “get ready with me” or “skincare haul” videos on your feed, too.

And like in other areas of life, kids follow what they see.

When they see this repeatedly, they see it as the new standard for being relevant, pretty, and “cool.” They mimic what’s modeled. (And honestly, who can blame them? Scientifically, humans (especially kids) naturally mirror what they see - it’s how we bond, connect, and feel like we belong.²) Even as adults, we know this constant exposure to these types of influencer videos can encourage an unhealthy obsession with: 

• The never-ending search (and endless spending) for the perfect products 
• Unrealistic beauty standards 
• Harsh actives like retinol and vitamin C
• Collecting bright colored bottles + pretty packaging 
• 12-step routines that promise results
• Attention on the internet  

Over time, these viral skincare trends trickled down to “kidfluencers” who started sharing their own videos. 

The Dark Side of These “Cute” Kidfluencers

Children shouldn’t be adopting skincare routines tailored to adult needs. It’s deeply problematic for their developing skin + mental health. Here are a few reasons why:

• Kids have thinner, more delicate skin.

The delicate skin barrier on kids is much more vulnerable to damage + the absorption of toxins. And over time, it can weaken the skin barrier + create a cascade of skin issues later in life.

• Kids don’t understand what they’re putting on their skin. 

After all, they’re kids – they shouldn’t have to decipher labels. And with many of these so-called “clean” brands, the claims are weak at best. To no fault of their own, these kids don’t understand the toxic nature of many of the ingredients. They’re unaware of the potential side effects of using adult products on their skin, as well as the risks of hormone disruption and systemic inflammation. 

• There has been no safety testing for kids’ use. 

The truth is that these products were NOT developed for children. There is no data to prove this is safe for use as kids' skincare. If anything, there’s far more risk based on what we do know. Pediatricians have reported an alarming number of kids with burns, redness, and irritation from using adult skincare products.³ 

• It’s priming kids for serious body-image issues. 

Remember the carefree days of your childhood in the 90s, or before? We didn’t wear makeup or even think twice about a skincare routine until we were teenagers – or older! It pretty much stopped at those nostalgic scented lotions or flavored lip gloss. When kids learn to focus on body image at such a young age, they’re primed for issues down the road, like eating disorders or perception drift. 

In essence, we’re teaching kids perfectionism with their appearance at a very moldable age. These are kids – they deserve to feel free from this kind of pressure at such a young age.

This is just the tip of the iceberg of a deeply seeded issue in Gen Z kids.
So why isn’t more being done to protect them? 

Brands Are Cashing In – But at What Cost?

Similar to greenwashing, the answer usually lies in profit and growth. As you can imagine, sales would take a big hit if they turned away this entirely new (and large) customer base. (Plus, getting kids hooked at an early age often means they’re more likely to become lifelong customers.)

Even as concern grows over the booming kids skincare industry, brands continue to do little to protect children – or even acknowledge the risks.

Because here’s the thing: these brands could *technically* argue that the products aren’t marketed to kids because they don’t explicitly use kids in their advertising. This begs the question: Why do they omit guidelines for appropriate age and use, despite warnings from doctors?⁴

(And it’s worth noting: Sephora did technically “respond” on Instagram with a post about which products could be considered “kid-friendly.” But we still don’t agree with their suggestions from a holistic perspective.)

Regardless, the risks are real. And that’s exactly why parents deserve clearer guidance and honest information – so they can make informed choices for their kids. 

This Trend Is About More Than Skin

We see this kids skincare obsession as more than a trend or harmless hobby. It’s about the larger cultural messaging. It’s about what we’re teaching kids about beauty, aging, and self-worth.

Our kids are being influenced by consumerism and perfection culture at a much younger and more vulnerable age. Even as adults, we’ve all been “influenced” before and caved to the pressure to do or buy the cool thing online.

And just like us, kids are absorbing subtle messages about what to value on social media – but without the life experience to filter them. Instead of tuning into their own intuition or curiosity, they’re being taught to chase trends. That’s a lot to place on young, developing minds.

Left and right, kids are being sold the lie that they should look older, yet also fear aging. The duality of this is creating a confusing and misleading fixation on appearance. More and more, kids are becoming terrified of having “bad skin” – as if it’s what defines them at their core.

It’s clear the skincare industry isn’t prioritizing safety for children. As parents and mentors, it’s up to us to set new boundaries and standards. It’s a reminder that we don’t have to match the culture – we get to protect our kids and be their advocate. We can help them build confidence in who they are. We can teach them discernment.

Here’s the good news: from a holistic perspective, kids skincare is actually really simple. 

Kids Skincare 101: What Young Skin Really Needs

The basics of skincare for kids haven’t changed. Their needs are straightforward, and their routines should be too.

The first step is understanding the biology of kids' skin – it’s not like adult skin. 

Kids have a faster cell turnover and thinner skin. This means that they have a much higher absorption rate than adults. And because kids' bodies are also smaller and their detox pathways may not be fully developed, they have limited capacity in handling toxins. 

Knowing this, it’s clear that kids are even more vulnerable to toxic ingredients in skincare. When shopping for kids skincare, stay away from these common ingredients: 

• “Fragrance/parfum” – which can contain up to 3,500 undisclosed chemicals⁵
• Phenoxyethanol – a common preservative
• Retinoids or AHA/BHAs – which are harsh on the skin
• PEGs – also known as plasticizers, used for a variety of formulation purposes 
• Oxybenzone – used as an SPF in many sunscreen products
• Parabens – a synthetic preservative 
• Phthalates – a common stabilizer and solvent
• Triclosan – an antibacterial agent or preservative
• Musk chemicals – used as fragrance components
• PFAs (aka forever chemicals) – used for consistency or texture purposes
• Methylisothiazolinone – a synthetic preservative
• Artificial dyes – often found in makeup products 
• Mineral oils – derived from crude petroleum (no thanks…) 

*Note: This list would be impossible to keep fully updated due to the ever-changing nature of the skincare industry. While this list isn’t extensive, these are the biggest hitters to be aware of.

*Tip: For more in-depth guidance on navigating endocrine-disrupting chemicals, check out this post. 

What to Look for in Kids Skincare

Now that you know what to avoid, let's explore what you should look for when choosing skincare for your tweens or teens. It's all about nourishing, gentle ingredients that protect and support their skin barrier without overwhelming it.

Focus on natural, effective ingredients that work to keep their skin balanced and healthy. Some great choices include:

• Tallow – this animal-based ingredient is incredibly supportive for developing skin. Its fatty acid profile mirrors the skin’s natural oils, making it highly effective for balancing the skin barrier. Tallow locks in moisture, calms inflammation, and protects against environmental stressors.

• White Willow Bark – a gentler alternative to salicylic acid (the go-to tween/teen acne-fighting ingredient). It helps balance oil production and clear blemishes without the potential for synthetics or endocrine disruptors. 

• Manuka Oil – a natural alternative to benzoyl peroxide, this powerhouse ingredient offers antibacterial and anti-inflammatory benefits ideal for tweens or teens struggling with acne. It helps to clear breakouts without the irritation that often accompanies acne products.

• Raw Honey – full of natural enzymes and healing properties that hydrate and promote a healthy, balanced skin barrier.

• Charcoal – this purifying ingredient detoxes the skin without drying it out. It draws out impurities while keeping the skin hydrated and calm.

The goal for kids' skincare? Gentle, non-toxic support for their skin barrier – not a focus on corrective treatments or anti-aging. In addition to natural alternatives, we should also model healthy habits that promote a balanced, confident approach to skincare. 

Modeling Holistic Personal Care Values

In every phase of life, especially for kids and young adults, skincare should provide gentle support. It shouldn't interfere with your body’s natural processes or add to the toxic load. 

(Note: If tweens + teens experience acne with hormonal shifts, they could benefit from a few tweaks to their routine. But even still, harsh actives or prescription acne meds aren’t the answer.)

Instead of layering on products and encouraging an obsession with our physical appearance as the gold standard, let’s teach our kids proper hygiene and nourishment at a young age, not perfectionism. Holistically, we should help them prioritize:

→ Simple + straightforward routines – eliminating unnecessary products and steps

→ Lymphatic drainage – Healthy lymph flow helps flush out toxins, supports the immune system, and promotes clearer, calmer skin. (And here's the fun part: you don’t even need a fancy facial tool to get things moving – just let your kids run around outside or jump on a trampoline. You know, kid stuff. ;))

→ Modeling healthy habits – engaging them in mindfulness in all areas of life

→ Massage + movement – teaching kids how movement supports body, mind, and skin

→ Gentle detox practices – helping kids understand how to support their bodies naturally to feel (and look) their best

→ Food as medicine – providing the right nourishment for young developing bodies (and removing inflammatory foods) has an incredible impact on body, mind, and skin 

Skin support comes in so many different forms. When we take a step back and look at the bigger picture, we can see that whole body support is the best path for clear, calm skin.

Non-Toxic Skincare for Kids: A Simple + Safe Routine 

If your child hasn’t hit puberty or started breaking out, they likely don’t need skincare beyond basic hygiene. A full-blown routine – especially with trendy actives – does more harm than good. All kids need are a few well-formulated, safe products that support the skin and provide nourishment. The goal should be to empower them to learn the basics and value self-health, not build an obsession.

We have the power to set a standard for healthier, age-appropriate choices. Our holistic esthetician, Courtney, created this simplified routine for kids' skincare who are ready for a skincare routine, or may be experiencing acne. 

01 | CLARIFYING BAR

This gentle glycerin-based cleansing bar contains antibacterial, antimicrobial, and mild astringent properties. With raw honey, charcoal, and purifying essential oils, it helps balance oil and calm irritation without stripping the skin. 

*Tip: Teens/tweens can also use this as a body wash to help resolve body acne.

SHOP: Clarifying Bar

 

02 | EVERYTHING SPRAY

This multipurpose hero contains a blend of healing, hydrating, + antibacterial support. Great for sensitive or acne-prone skin. Raw apple cider vinegar, magnesium, aloe vera, and essential oils help tone, provide pH support, and soothe inflammation. 

*Tip: This spray isn’t just great for teens/tweens. Mamas love keeping it on hand for minor cuts, bites, and scrapes – making it an everyday staple for the whole family. ;)

SHOP: Everything Spray 

 

03 | CLARIFYING CREAM 

Animal-based ingredients, like tallow and emu oil, are rich in soothing and nourishing fatty acids. This cream works great for kids and tweens experiencing flare-ups or irritation by strengthening the skin barrier. Calm breakouts, even skin tone, and moisturize with this nutrient-dense, non-comedogenic formula. 

*Tip: If your child isn’t experiencing breakouts, you can swap this for the Everything Balm. 

SHOP: Clarifying Cream 

 

04 | FACIAL TOOLS 

While facial tools aren’t a must, they're fun and help teens and tweens (and even kids) to feel like they have an intentional routine. But if your child is struggling with irritation, congestion, or breakouts, simple facial tools that focus on gentle exfoliation and optimal lymphatic drainage can help. They provide gentle support for hormonal skin, without harsh actives. 

SHOP: Facial Dry Brush | Ridged Facial Roller

If you’re ever feeling overwhelmed by kids skincare, remember to keep the mindset simple. Cleanse, replenish, and protect.

Raising a New Generation of Skin Confidence

An interest in skincare isn’t inherently bad. In fact, it can be a powerful way to help kids learn how to care for their bodies with intention. The key is modeling that care with wisdom and balance. 

We’re not here to criticize – just to share a perspective rooted in protection, simplicity, and long-term wellness.

When we strip skincare down to what truly matters – nourishment, simplicity, and safety – we give kids a sense of independence without compromising their health.

Let’s raise a generation that feels at home in their skin, supported by routines that honor their health, their hormones, and the essence of what it means to be a kid.

We’re in this together! 

XO

P.S. The Clean Teen Kit is here for a limited-time (and it's 15% off). Complete with Natural Deodorant, Soothing Mist, Tinted Lip Balm and Lip Oil, this minimalist full-body routine is a perfect introduction to non-toxic products and the best back-to-school bundle. Shop the set here while you still can.

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Sources: 

1. StudyFinds | TikTok Skincare Trend Sees 7-Year-Olds Using Acid Peels, Risking Burns — and Spending Hundreds
2. National Library of Medicine | Where Is the Love? The Social Aspects of Mimicry
3. Skin Inc. | California State Assemblymember Takes Action Against ‘Sephora Kids’ Trend
4. Connecticut Hospital Association | CT Doctors Warn Parents, AG Launches Investigation Into Sephora Over ‘Harmful’ Trend
5. International Fragrance Association | The IFRA Transparency List 

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