Girls as young as three years old are in the crosshairs of the beauty industry‘s marketing machines. And experts are weighing-in on this growing trend.
Yamalis Diaz, a clinical child and adolescent psychologist at NYU Langone Health in New York City, told Good Morning America that brands should practice responsible marketing when targeting children.
“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.
Diaz continued stating that parents should be aware of what kind of messages children are learning that could potentially affect their self-esteem. “If it isn’t about creative expression and play and imagination, and it becomes more about building a self-esteem from the outside in, that is really the concern,” Diaz added.
Board-certified dermatologist Dr. Whitney Bowe told the outlet that she “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.”
Dr. Bowe added that, “children’s skin is delicate, so they should not be using essential oils or fragrances, even if they are labeled as ‘natural,’ and kids should avoid any products with strong active ingredients like alpha-hydroxy acids and glycolic acids.”
Some of the companies that are popular among young girls hail from bands such as: Rini, Evereden, Klee Naturals, Petite ‘n Pretty, Super Smalls, Ulta, Claire’s, and Sephora Kids.
The brands say they are encouraging children to use their imaginations, not necessarily to wear makeup. They stress that they are inspiring creativity, self-expression, and they are “offering [younger children] a safe option for mimicking parents and older siblings.”
