California moves to ban kids from buying skincare: “Pretty ridiculous that children are worried about wrinkles”

Sacramento, California – For the second year in a row, California lawmakers are taking aim at an unexpected corner of the beauty industry: kids’ skincare. A new bill, AB 728, proposes banning minors from purchasing anti-aging products that contain active ingredients like retinol, vitamin C, and alpha hydroxy acids—ingredients typically marketed to adults battling fine lines and uneven skin tone.

The move comes in response to the rise of “Sephora kids,” a TikTok-driven trend where preteens flaunt elaborate skincare routines featuring products designed for mature skin. From pricey serums to exfoliants that promise glassy perfection, these young consumers are spending big—and, according to dermatologists, putting their skin at risk.

“Now, it’s pretty ridiculous that children are worried about wrinkles and fine lines and buying these products, but it turns out these products can also have long-term irreversible damage and harm to children,” said Assemblyman Alex Lee, who introduced the bill.

Last year, a similar proposal sought to prohibit children under 13 from buying these products but failed to pass. This time, the age restriction has been expanded to 18, mirroring existing age-based regulations for tobacco and alcohol sales. If passed, businesses selling these products to minors could be required to verify customers’ ages.

The concern among medical professionals is that young, developing skin is more sensitive than adult skin and can be easily damaged by the harsh exfoliants and retinoids found in anti-aging products. Dr. Marisa Garshick, a dermatologist and mother, warns that excessive use of these ingredients can strip the skin’s natural barrier, leading to irritation, redness, and increased sensitivity to sunlight.

“The things where we start to worry, in terms of sort of wrecking more havoc on the skin or causing more irritation, are these active ingredients like retinol, vitamin C, or exfoliating acids,” she explained. “For young people with sensitive skin, those ingredients can cause flaking, irritation, and even make skin more vulnerable to environmental damage.”

While the internet makes it easy to access beauty trends, the speed at which they spread has created a hyper-consumerist culture among young people. Videos of preteens racing through beauty stores, filling their baskets with high-end products, have led to viral debates over whether the skincare obsession is harmless fun or a symptom of deeper societal pressures.

Some parents and professionals argue that skincare, when done correctly, can be a positive experience. Dr. Shannon Humphrey, a clinical associate professor in dermatology, acknowledges that kids have always been drawn to beauty products, recalling her own childhood obsession with Lip Smackers. But she emphasizes that parents should encourage a simple, age-appropriate routine—think gentle cleanser, moisturizer, and sunscreen.

Ultimately, as social media continues to dictate beauty standards at younger and younger ages, California’s proposed ban sparks a bigger conversation: when does self-care become self-destruction?