Toddlers appear in TikTok skincare routines

A Guardian investigation found that 400 out of 7,600 skincare-related TikTok videos featured routines by children believed to be under 13. At least 90 of the 400 videos featured children under five, including babies and toddlers. More than 1,000 videos featured someone believed to be under 18, equivalent to almost one in seven of the videos in the sample.

Dermatologists warn that children do not need multi-step skincare routines and the trend is fuelling anxiety about appearance at ever younger ages. According to The Guardian, one dermatologist described reassuring children that what parents see as blemishes are simply normal skin. The posts did not always make clear the relationship between the child and the brand, but many closely resembled advertising.

The Italian competition authority announced in March it had carried out inspections at Sephora and Benefit Cosmetics as part of an investigation into how they sell skincare products to children. In some instances, girls still at primary school may have been targeted with face masks, serums and anti-ageing creams largely meant for adults, the watchdog said. LVMH said it, Sephora and Benefit would fully cooperate with the authorities but declined to comment further. LVMH added that all the companies reaffirm their strict compliance with applicable Italian regulations.

The Guardian found evidence that in many cases young people featured in TikTok videos had received free products in exchange for posting about the brand online in programmes open to young influencers. No comparable laws exist to protect children on social media, unlike child performers in film, television and modelling. According to The Guardian, Victoria Collins, an MP and Liberal Democrats’ spokesperson for science, innovation and technology, described the findings as 'deeply disturbing' and 'what has become a dark and exploitative corner of the internet'. Collins also described a 'dangerous double standard', with child influencer content often generating thousands of views and sales on social media. The Liberal Democrats are calling for action.