Tell Sephora—Stop Marketing Anti-Aging Skincare to Kids
Tell Sephora—Stop Marketing Anti-Aging Skincare to Kids
The Issue
From “bubblegum cleansers” to “baby face serums,” anti-aging skincare products are ending up in the hands of children—and it’s no coincidence.
A recent CBS News California Investigates report exposed how viral skincare brands with retinol and other harsh ingredients are being sold in kid-friendly packaging, marketed by kid-fluencers, and displayed prominently in stores like Sephora—where even fifth-grade girls were able to purchase these products without question.
The “Sephora Kids” trend is sweeping social media and schools, pushing 10- and 11-year-olds toward adult skincare routines that dermatologists warn can damage young skin.
Products designed for aging or acne-prone adult skin are being sold in fruit-shaped bottles, cartoon packaging, and with names like “Strawberry Smooth” or “Baby Facial.” These marketing strategies confuse parents and kids alike.
In the undercover investigation, kids walked into Sephora and bought retinol-packed products meant for adult skin. No warnings. No questions.
Meanwhile, many dermatologists report seeing skin rashes, burns, and long-term damage in children who’ve used these products after seeing them promoted by influencers on TikTok or Instagram.
While Sephora insists it does not market directly to children, its in-store displays, influencer partnerships, and themed promotions like “Sephora Barbie” and sticker giveaways suggest otherwise.
This must stop.
We, the undersigned, call on Sephora to immediately stop marketing anti-aging skincare to minors, including removing child-appealing branding and packaging from adult-targeted products.
End influencer partnerships and social media content that promote adult skincare routines to children.
Train staff and implement clear in-store labeling so harmful ingredients are not unknowingly purchased by or for kids.
Kids shouldn’t need skincare routines with seven steps, or learn to fear “wrinkles” before they’ve even hit puberty. These are billion-dollar brands profiting off the confusion, fear, and trends shaping childhood—while ignoring real medical warnings.
50
The Issue
From “bubblegum cleansers” to “baby face serums,” anti-aging skincare products are ending up in the hands of children—and it’s no coincidence.
A recent CBS News California Investigates report exposed how viral skincare brands with retinol and other harsh ingredients are being sold in kid-friendly packaging, marketed by kid-fluencers, and displayed prominently in stores like Sephora—where even fifth-grade girls were able to purchase these products without question.
The “Sephora Kids” trend is sweeping social media and schools, pushing 10- and 11-year-olds toward adult skincare routines that dermatologists warn can damage young skin.
Products designed for aging or acne-prone adult skin are being sold in fruit-shaped bottles, cartoon packaging, and with names like “Strawberry Smooth” or “Baby Facial.” These marketing strategies confuse parents and kids alike.
In the undercover investigation, kids walked into Sephora and bought retinol-packed products meant for adult skin. No warnings. No questions.
Meanwhile, many dermatologists report seeing skin rashes, burns, and long-term damage in children who’ve used these products after seeing them promoted by influencers on TikTok or Instagram.
While Sephora insists it does not market directly to children, its in-store displays, influencer partnerships, and themed promotions like “Sephora Barbie” and sticker giveaways suggest otherwise.
This must stop.
We, the undersigned, call on Sephora to immediately stop marketing anti-aging skincare to minors, including removing child-appealing branding and packaging from adult-targeted products.
End influencer partnerships and social media content that promote adult skincare routines to children.
Train staff and implement clear in-store labeling so harmful ingredients are not unknowingly purchased by or for kids.
Kids shouldn’t need skincare routines with seven steps, or learn to fear “wrinkles” before they’ve even hit puberty. These are billion-dollar brands profiting off the confusion, fear, and trends shaping childhood—while ignoring real medical warnings.
50
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Petition created on June 21, 2025