How Young Is Too Young for Beauty? Kids Enter the Makeup Market

Makeup and skincare are reaching younger consumers than ever, with brands now designing products specifically for children in primary school.

According to The Wall Street Journal, a new wave of kid-focused beauty companies is expanding rapidly as Gen Alpha becomes a meaningful consumer group with its own spending power.

These products often include low-pigment makeup, gentle skincare and brightly packaged items that blur the line between toys and cosmetics. Retail availability has widened, with children’s beauty items appearing across major online platforms and specialty stores, reflecting growing demand from both kids and parents.

Industry data cited in the report suggests the category has seen notable sales growth in recent years, as brands position products around creativity, self-expression and “safe” ingredient messaging.

At the same time, the trend is fueling debate among parents, educators and health professionals over whether exposure to beauty routines at younger ages may influence body image and consumer habits too early.