Thanks to TikTok and the world of influencers, preteens are becoming obsessed with skincare products - things like cleansers and moisturizers and, in some cases, anti-wrinkle creams and peels. But many adults say these consumers are too young for these products. Los Angeles Times business reporter Andrea Chang wrote about one young skincare influencer and the grownups concerned about marketing adult skincare to children. She joined host Lisa McRee on “LA Times Today.”

Members of Generation Alpha, born between 2010 and 2024, are drawn to skincare products rather than makeup, like their predecessors, Chang explained. And they share their hauls on TikTok, like young “skinfluencer” Naiya White. 

“She started a TikTok with her mother earlier this year and started to post videos of the two of them shopping at Sephora and Ulta a couple of times a month. She loves her skin care. She has an entire morning and nighttime routine. She uses Bubble, which is a super popular brand for Gen Z and Gen Alpha. She uses Evereden and it’s at least an eight to 10 step skincare routine depending on how you count it,” Chang said. 

The children shopping at stores like Sephora and Ulta can be disruptive, Chang noted, by opening products in the store or being rude to staff. Still, many parents are supportive of the skincare trend. 

“Naiya’s mom is a good example... Her mom, like a lot of other parents, are like, ‘OK, I’m not pushing anti-wrinkle serums and salicylic acid on my elementary school daughter.’ It’s just three basics that even dermatologists say is a good thing: a gentle cleanser, a hydrating moisturizer and a good sunscreen that they will proactively put on every single day,” Chang siad.

Dermatologists have weighed in on kids using skincare products. 

“Dermatologists are like, these kids have perfect skin. This is pre acne, right? If you want to wash your face, that’s fine. That’s great. Put on sunscreen. But anything stronger than that can actually damage your skin. It can lead to redness and irritation and burning and allergic reactions, which is just really sad if you’re that young. So they have been steering kids to what they consider to be a proper routine, which is the cleanser and the sunscreen,” Chang said. 

While many cosmetic brands say they do not encourage young children to use their products, several have partnered with brands that target young consumers.

“Bubble has done a collaboration this year with Pixar for the release of ‘Inside Out 2.’ And Ulta did something recently with ‘Wicked,’ and they did another collaboration with a company that makes like little miniatures of skin care and hair care and cosmetics products. So they can say they don’t want kids in the stores or whatnot. But it’s very clear that they all love a little kiddy consumer,” Chang said.

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