California Bill Proposes Age Limit for Anti-Aging Skincare Products

A new California Bill Proposes Age Limit for anti-aging skincare products. Assembly Member Alex Lee introduced AB 728, which aims to prevent retailers from selling these products to anyone under 18. This bill addresses the growing trend of “Sephora Kids,” where younger consumers are seeking skincare products for mature skin.

Why California Bill Proposes Age Limit for Anti-Aging Products

The rise of “Sephora Kids” trend is linked to young people, many from Generation Alpha, engaging in complex skincare routines. These products, such as retinoids, glycolic acid, and vitamin C, are typically formulated for older skin. However, younger consumers are increasingly interested in these products due to beauty trends on platforms like TikTok and YouTube.

These ingredients, while effective for mature skin, may be too harsh for delicate, young skin. It’s to ensure that younger consumers do not harm their skin. The bill seeks to limit access to such products and protect younger audiences from potential risks.

The Growing Demand and Concerns

Beauty brands are noticing the increasing demand for these products from young consumers. Some brands are targeting children and tweens. Denish Shah, a marketing professor at Georgia State University, noted that tweens frequently visit stores like Sephora. Tweens also make significant online purchases, raising concerns about their skincare choices.

Previously, Assembly Member Lee attempted to pass AB 2491, which aimed to restrict the sale of anti-aging products to those under 13. While unsuccessful, AB 728 may soon become law. The new bill could limit access to these products for anyone under 18, with the potential to be enacted by October.

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