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Walk into a Sephora and the line isn’t women in their 30s anymore. It’s 10-year-olds holding anti-aging serums. It even has a name now: cosmeticorexia. This spring, Italian regulators opened a formal investigation into Sephora and Benefit Cosmetics for marketing anti-aging products to girls as young as 10, calling it an “unfair commercial practice.” These are adult formulas on developing skin that isn’t built to handle them. The risks aren’t just the irritation (though there’s plenty of that if you check the reviews on Sephora). The quieter, long-term risks are there too, from daily use of hormone disruptors during a critical developmental period in children’s lives. What’s even trickier is that many products hide behind a “clean” label, which has no legal definition and no safety standard for kids. ➡️Kids don’t need skincare, but if anything at all, a gentle cleanser and sunscreen is plenty, certainly not a 6-step routine. And you shouldn’t need a degree in toxicology to vet the list. ⛓️‍💥Comment APP and I’ll send you my app to scan any product and see what’s risky. Don’t get cleanwashed. Sources: 📖Pediatric skincare routines on TikTok — Pediatrics (AAP journal), 2024 📖Benzene in benzoyl peroxide — Valisure, 2024; multiple FDA recalls followed 📖Children’s skincare & urinary phthalates — Environmental Health Perspectives, 2024 📖Personal care use during puberty & breast cancer — NIEHS Sister Study (Environmental Health Perspectives), 2024 📖Italian Competition Authority (AGCM) investigation into Sephora & Benefit — 2026