Commentary on Nurturing Youth: Ethical Considerations in Pediatric Skincare Marketing

Those who interact closely with teens, tweens, and even younger children have surely witnessed the rapid rise in popularity related to skincare in this population. This new obsession has been coined the “Sephora Kid” trend, where young children engage in complex, multistep skincare regimens, spurred on by influencers on social media. However, the increasing use of skincare products poses real physical dangers to young people, and the impact of unrealistic beauty ideals and social pressures are mounting. Social media has dramatically increased opportunities for comparison outside of one's peer group. Highly edited, unrealistic pictures of peers and stealth advertising on the social media feeds of young people has distorted reality and challenged self‐esteem. In this issue, Madhumita and Ponnarasu [1] describe the unethical marketing practices underpinning the state of the beauty industry, which profits from this vulnerable demographic without regard for the long‐term impacts. It is critical that pediatric dermatologists and others who care for the next generation understand the challenges facing young people in the beauty space and advocate for change.

The presence of potentially harmful ingredients in children's products has been well‐described, including contact allergens and irritants which disrupt sensitive skin barriers [2, 3]. This is not to mention the risk of chemical burns and even scarring from exposure to harsh active ingredients meant for mature skin. Companies capitalize on parental concerns, utilizing ill‐defined claims such as “all natural” or “clean” [2]. Products are sometimes compromised to be marketed to younger age groups, such as a popular, fragrance‐free emollient which adds fragrance to its “baby” formulation. Worldwide, skin‐lightening products have serious implications for young people, both socially and physically with exposure to dangerous chemicals. Though such products are less widely used in the United States, antiaging products containing strong active ingredients are marketed irresponsibly with brightly colored, youthful packaging and fruity scents. There is simply no regulation surrounding claims or marketing in the health, wellness, and beauty industry in the United States, and this must change.

As pediatric dermatologists, it is critical that we understand the ethics behind marketing practices, as eloquently outlined by Madhumita and Ponnarasu [1], but it is also very important for us to understand the current state of cosmetic regulations. Until recently, cosmetics lacked formal regulation in the United States, and the United States Food and Drug Administration (FDA) had no legal ability to recall unsafe products. In 2022, the Modernization of Cosmetics Regulation Act 2022 (MoCRA) was signed into law. This is an important piece of legislation meant to increase FDA oversight in the cosmetic industry [4]. Under MoCRA, the FDA may obtain records related to cosmetic products and enact mandatory product recalls when safety is in question. This act will also require adverse event reporting to the FDA, facility registration, and safety substantiation. Further, the FDA will establish new regulations for good manufacturing practice, fragrance allergen labeling requirements, and testing procedures for identifying talc in products [4]. Though slow to roll out, companies were required to be in compliance with new registration and listing requirements by July 1, 2024.

The current absence of regulation surrounding skincare ingredients in the United States, where only 11 chemicals are banned compared with over 1600 in the EU, as well as claims, labeling and marketing creates a big challenge for consumers. In the case of the pediatric population, how will parents and caregivers know what is appropriate for their 10‐year‐old to be using on their skin? Our hope is that we will see more regulatory oversight on product labels, including information on intended use and ages. Comprehensive labeling of fragrance allergens, including botanical ingredients, would also be a welcome change.

A tween's rising enthusiasm for taking care of their skin and establishing healthy hygiene habits early should be applauded—but the skincare routine itself should be safe, simple, and cost‐effective. Those in positions to advocate for young people must do so to protect children, promote positive beauty standards, and limit social and financial pressures. Beauty and skincare should be fun and age‐appropriate, and pediatric dermatologists are in the unique position to ensure this is the case. In the end, it comes down to this: increased regulation and protections within the health, wellness, and beauty industry are long overdue.

Conflicts of Interest

Dr. Maguiness is on the Advisory Board of Regeneron and is co‐founder of Stryke Club. Dr. Brumley has no conflicts of interest to declare.

Brumley C. and Maguiness S., “Commentary on Nurturing Youth: Ethical Considerations in Pediatric Skincare Marketing,” Pediatric Dermatology 42, no. 4 (2025): 903–904, 10.1111/pde.15843.

Data Availability Statement

The authors have nothing to report.