Experts are weighing in on the growing trend of young girls using makeup and the companies choosing to market their products to children as young as 3.
Yamalis Diaz, a clinical child and adolescent psychologist at NYU Langone Health in New York City, told ABC’s Good Morning America that brands should practice responsible marketing when targeting kids.
“I think these beauty brands have a social responsibility to make sure that their messaging is a positive one and that they’re not promoting these very unrealistic beauty standards,” Diaz said.
In recent years, some brands have started manufacturing and marketing beauty products specifically formulated for young kids — including clear mascaras, sheer lipsticks and even fragrances — saying there is demand for them. The burgeoning trend was previously reported by The Wall Street Journal in February.
The Journal report specifically honed in on several brands marketing upscale lip glosses, mineral blushes, gentle moisturizers and more to younger children, some of whom see their older siblings — dubbed “Sephora tweens” — dabbling in makeup and skin care early. Some of those brand founders told the outlet their products are meant to provide a “fun” and “harmless” bonding experience between mothers and their kids, or to instill basic and “necessary” skin care habits at a young age.
Some brand representatives say the products can help kids use their imaginations, inspire creativity and express individuality, offering them a safe option for mimicking parents and older siblings.
Most of the products in the report are marketed to kids ages 3 to 7.
Board-certified dermatologist Dr. Whitney Bowe recommends parents introduce a basic skin care routine of a gentle cleanser, light moisturizer, and daily sunscreen for kids starting around the ages of 11 and 12.