These products contain vitamin A and its derivatives, including retinoids and retinol. Products containing an alpha hydroxy acid, including glycolic acid, ascorbic acid (vitamin C), and citric acid.
According to the Los Angeles Times, many kids who are still in elementary school have been seeking elaborate morning and night skincare routines to show off on TikTok and YouTube. (See the video below, as one example.)
This trend is led by Gen Alpha, even though many of the products they seek are too harsh for young skin—and marketed to older consumers.
But some beauty brands are leaning into targeting younger shoppers. “Many companies in the beauty and skincare industry are targeting ever younger customers and raking in massive sales as a result,” reports the BBC, in a statement made by Denish Shah, an associate professor of marketing at Georgia State University’s Robinson College of Business.
Shah explains to the BBC, “Tweens are not only flooding Sephora stores, but they’re also making a lot of purchases of these products online…this category, in general, is seeing a huge increase in sales.”
Assembly Member Lee pushed for an earlier version of the bill that aimed to ban the sale of anti-aging products to those under 13. This bill, AB 2491, failed in May.
However, AB 728 could be signed into law as early as October.
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Photo: Roman Samborskyi/ Shutterstock.com
