Early last year, news oulets, such as the BBC were reporting on the Sephora craze.
Many tween girls were flooding beauty stores, including Sephora, and buying their products. #sephora and #sephorakids were trending on TikTok and Instagram. However, many posts that included the hashtags featured creators also slamming the craze. Many creators accused the young shoppers of being rude to customers and staff.
Other creators exposed harsh ingredients, such as retinol, were found in products, such as Drunk Elephant.
Fast forward twelve months, advertisers of beauty products are targeting children even younger.
Make – up for toddlers?
If you think beauty companies targeting tweens is ridiculous, you ain’t heard nothin’ yet! According to Angela Mollard, girls as young as three are being introduced to beauty. And no, it’s not harmless play.
The hobbyfication of skincare and make-up is no longer a ‘bit of fun’ and ‘not that deep’ as many are saying. It’s not the same as playing dress ups.
Not only are ‘beauty routines for toddlers unnecessary, but are potentially harmful.
…it’s physically, emotionally and financially harming children by peddling the insidious messages to (mainly) girls that they are not good enough as they are…
(“I don’t care if this sounds like judgement, because it is” Angela Mollard on makeup and babies”, Angela Mollard, Herald Sun, 23 November 2025)
Effects of introducing toddlers to beauty products
Mollard is right about the harnful effects of makeup on toddlers, including the physical ones.
According to Science Alert, a baby’s or toddler’s skin is still developing. It’s thinner and is absorbent. As a result, babies’ and toddlers’ skin is more likely to become irritated or have an allergic reaction.
When babies and toddlers are exposed to the irritants so young, it may lead to hormone disruption later in life.
Babies have seven layers of skin. However, the skin is so thin that chemicals can easily enter a baby’s bloodstream. Babies and toddlers also have less sebum, (which naturally moisturises skin). As a result, a baby or toddler’s skin can get dry and irritated when exposed to certain chemicals.
More harmful side effects of makeup on babies and toddlers
According to The Conversation:
- Before the age of three, any exposure to makeup can affect their microbiome
- Researchers have found that carcenogenics, such as formaldehyde, in bronzers and nail polish
- Toluene is a harmful substance and is considered a work hazard substance in Australia. Safework Australia warns that it can be flammable and a toxic vapour
- Many chemicals used in soaps, detergents and makeup can disrupt hormones, which may affect fertility
- Products labelled “natural” aren’t free of risk. A study published in the National Library of Medicine found that, on average, each product studied contained 4.5 allergens
Children aren’t ’miniature adults’
I think Adam Taylor in The Conversation makes a really important point:
Babies and young children aren’t just miniature adults. Their skin is still developing and more vulnerable to irritation, chemical absorption and systemic effects…
(“Using cosmetics on babies and children could disrupt hormones and trigger allergies”,Adam Taylor, The Conversation, 26 July 2025)
Children should be able to play and explore the world safely. They should not be exposed to adults’ insecurities about appearance and the cosmetic companies that prey on it.
