The next time so-called “Sephora tweens” make a trip to the LVMH-owned retailer, they may need to show some ID.
On Tuesday, California Assemblymember Alex Lee introduced a bill that would bar the sale of anti-ageing products with “potent and harsh ingredients” such as retinol, glycolic acid and vitamin C to children under the age of 18.
“Kids don’t need anti-ageing products. The beauty industry knows that, and some companies have acknowledged the issue. But their statements — absent real and meaningful action — are performative and fall short of responsible behaviour,” Lee said in a statement.
Lee introduced a previous version of the bill, which failed to pass last year, requiring children under 13 years of age to present a form of identification when purchasing skincare products.
The Assemblymember isn’t the only government official to sound the alarm on Gen Alpha’s use of sophisticated skincare products. In November 2024, Connecticut Attorney General William Tong urged parents and caregivers of young children to be wary of social media advertisements of beauty products targeting children. The office launched an inquiry into Sephora’s advertising, asking the retailer to identify products suitable for teen skincare.
(A search for “kids products” on the Sephora website yields a face mist from Glow Recipe and mini versions of Drunk Elephant’s vitamin C and glycolic acid serums.)
A number of brands have sought to get ahead of the backlash to the tween skincare craze. Last year, Kiehl’s launched a campaign aimed at parents letting them know that their products are not suitable for Gen Alpha. Swedish label Mantle requires shoppers to state their age before accessing their site.
The bill still has to pass a number of committees. If approved, it will be signed into law by October, with the new restrictions going into effect in 2026.
Learn more:
How Tweens Took Over the Beauty Aisle
Gen Alpha has become increasingly captive with beauty, but as their preferences and purchasing power changes, beauty labels need to find the right mix of messaging and product to keep them coming back for more.
