A law in California could ban the sale of anti-aging cosmetics to those under 18 years old

Young, demanding, and highly knowledgeable about skincare and make-up, Gen Alpha is always up to date on TikTok beauty trends. They spend hours at Sephora, purchasing creams, serums, lipsticks, and other aesthetically pleasing products that are unsuitable for their age. This misuse can lead to irritations, allergies, dermatitis, or, even worse, dermorexia. Born between 2010 and 2025, these pre-teens compulsively shop and also experiment with DIY skincare, using powerful ingredients like AHA, BHA, vitamin A (retinoids), and vitamin C, all of which can be too harsh for young skin. The unregulated use of active chemicals has alarmed both parents and dermatologists, turning this into a political issue that demands regulation and restrictions.

Anti-aging products for kids? California proposes a ban

Last Tuesday, California Assembly member Alex Lee introduced a bill to ban the sale of anti-aging products to individuals under 18. The legislation mirrors restrictions placed on alcohol sales, targeting products containing active ingredients used to prevent and minimize wrinkles and other signs of aging. This means no more retinol, retinoids, vitamin C, or alpha-hydroxy acids (AHA) for minors. "Kids don’t need anti-aging 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 behavior. We have to stop the beauty industry from exploiting our youth", Lee stated. "It’s time we take action, and my bill is a common-sense measure to protect kids from unnecessary and potentially harmful anti-aging products."

Young people and skincare obsession: how are politics and brands responding?

This is not the first attempt to manage the obsession of young people with beauty. Last year, Alex Lee introduced a previous version of the bill, which was not approved, aiming to require children under the age of 13 to present an ID when purchasing skincare products. In November 2024, William Tong, the Attorney General of Connecticut, also addressed parents and caregivers, urging them to be cautious of social media advertisements promoting beauty products targeted at tweens. Additionally, he asked Sephora to specify which products are suitable for teenage skincare. Some brands, such as The Ordinary, Dove e Shiseido, have also taken steps to address the issue of age anxiety among those under 18. Kiehl’s launched a campaign aimed at parents, informing them that its products are not suitable for Gen Alpha, while the Swedish brand Mantle requires shoppers to declare their age before accessing the website. In Sweden, last year, the pharmacy chain Apotek Hjärtat banned the sale of skincare products containing AHAs, BHAs, vitamin A (retinoids), and vitamin C to anyone under the age of 15.

Will a law be enough to curb the Sephora kids phenomenon?

Lee’s bill has yet to be reviewed but, if approved, it will become law by October, with the new restrictions taking effect in 2026. However, one might wonder whether it will truly solve the issue. It may serve as a deterrent, but tweens will surely find ways to bypass the ban, perhaps by purchasing skincare products online. Time will tell whether regulating the purchase of anti-aging products will prove to be an effective measure. What’s certain is that we should reflect not only on how brands and influencers promote perfection and eternal youth, but also on how young teens can afford to stock up on expensive creams and serums. This also means that parents should take responsibility for their children’s behavior, cutting their allowances if necessary and promoting a different perspective on beauty and self-care.