Cosmetics brands target younger children as sales rise, drawing regulatory scrutiny over early-age use

A new generation of beauty brands is targeting younger consumers, including preschool-age children, as demand rises for makeup and skincare products designed for kids. The Wall Street Journal reports that companies are expanding marketing of cosmetics and personal care products to Generation Alpha—children born after 2010—driven by consumers seeking earlier access to beauty routines.

How brands are adapting products for younger shoppers

Beauty brands are launching offerings for pre-teens with candy-like packaging and claims positioned around mild ingredients and dermatologist-approved safety. NielsenIQ data cited by The Wall Street Journal show that households with children aged 7 to 12 spent nearly $2.5 billion on skincare products in 2024, up from $1.8 billion in 2022.

Evereden, which sells moisturizers and body washes for children aged 3 and up, reported about $100 million in revenue in 2024. The brand has also expanded into sets for ages 3+ that include a Barbie-themed moisturizer and cleanser priced at $69.

Other brands are targeting even younger age groups. Klee Naturals, for example, offers light-pigment makeup—such as blush, eye shadow and gloss—aimed at children aged 5 to 7. Founder Priscilla Cheung told The Wall Street Journal that annual revenue has grown significantly since 2024, approaching $4 million.

Regulatory scrutiny in Italy

In Italy, the competition authority Autorità Garante della Concorrenza e del Mercato (AGCM) has opened inquiries into Sephora and Benefit Cosmetics (part of LVMH) over commercial practices that may be unfair in marketing adult products to children and teens.

AGCM said it is concerned that brands are using very young micro-influencers on social media to encourage underage use of adult cosmetics and impulsive purchases of items such as masks, serums, or anti-aging creams. The agency linked the trend to “cosmeticorexia,” described as an overemphasis on skincare among minors.

AGCM stated that investigations were launched because important information—such as warnings and recommendations for cosmetics not suitable for minors or not adequately tested for this age group—may have been omitted or presented in a misleading way. Officials also warned that frequent use of multiple cosmetics by teenagers without full awareness could negatively affect health.

According to AGCM, investigators and financial police conducted inspections at Sephora Italia, LVMH Profumi e Cosmetici Italia, and LVMH Italia last week.

Parents, clinicians and the debate over appearance pressure

While industry leaders say these products are designed to be gentle and age-appropriate—emphasizing safety and self-care rather than anti-aging benefits—some dermatologists and parents worry that marketing toward pre-teens could foster an unhealthy fixation on appearance even before puberty.

Others argue that offering safer alternatives to adult products may help reduce irritation risk for sensitive, developing skin. Experts cited in the report urge balance, advocating opportunities for children to engage in play and creativity rather than focusing on skincare trends.

Industry figures, including Rutgers psychology professor Charlotte Markey, said the beauty industry’s history of exploiting appearance insecurities may make it inclined to view children as an untapped market.

Tween consumer trends and broader market implications

The report also notes growing attention on tween consumers, including examples from luxury hospitality adapting to younger guests, alongside ongoing discussions about what this shift could mean for broader consumer behavior and market dynamics.