Dermatologists Slam "Dystopian" Toddler Skincare Brands

In November 2025, dermatologists have strongly criticized the expanding trend of skincare brands targeting toddlers and young children. They have described this as a "dystopian" development, with brands like actor Shay Mitchell's new hydrogel mask for 4-year-olds and the "Sephora kids" phenomenon drawing particular scrutiny.

Experts argue these products are completely unnecessary and lack any real skin benefits for young children. Dermatologist Dr. Emma Wedgeworth warns that while well-formulated products designed for young skin can be acceptable, many of these new celebrity-driven ranges are "marketing-led, not science-led" and expose children to unnecessary chemicals and risks.

Dermatologist Amy Perkins has also described the Rini brand, which markets "gentle" face masks for ages 4 and up, as "eerily dystopian" and part of the beauty industry's expansion from teens to toddlers. Concerns have been raised that this trend could encourage young children to become overly focused on their appearance and skin.

In contrast, specialists advise that at this age, skincare should be purely functional - gentle cleansing, moisturizing if needed, and sun protection. They caution against unnecessary and potentially irritating products like melting cleansers or fragranced items.