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…