The Beauty Brands Introducing Age Limits

Gen Alpha skincare

In recent months there has been concern surrounding the Gen Alpha skincare boom and the interest tweens are having in advanced skincare products that can damage their young skin. Complex routines that include products formulated with potent ingredients, such as retinol and chemical exfoliants, feature heavily on social media and capture the attention of consumers as young as 9 years old.

Although many beauty brands are willing to discuss the risks associated with tweens receiving unrestricted access to the skincare market, very few are taking direct action.

Fortunately, two Swedish brands are implementing first-of-their-kind policies that should set an important precedent for the wider beauty industry.

Apotek Hjärtat, Sweden’s leading pharmacy chain, has announced it will prevent those aged 15 or younger from buying skincare products that contain AHAs, BHAs, vitamin A (retinoids), and vitamin C.  As Annika Svedberg, chief pharmacist at Apotek Hjärtat explains, “Using advanced skincare that, for example, aims to reduce wrinkles and get a more even skin tone is not something a child needs. In cases where a child has a skin disease, for example atopic eczema, certain products can also contribute to worsening or reactivating symptoms.” Under this new policy, customers under the age of 15 will no longer be able to purchase advanced skincare products from Apotek Hjärtat unless they have parental permission or a relevant skin condition requiring treatment.

When discussing the new policy, Apotek Hjärtat’s CEO, Monika Magnusson, explained, “We want to be ahead of the curve, and take greater responsibility for not being involved in pushing unhealthy behaviours and ideals that have grown up among many young people.”

In the digital space, Mantle, the Swedish skincare brand beloved for its clean and clinical formulations, has implemented an age restriction on its website. This new policy will prevent those under the age of 18 from buying any product on

Mantle Age Limit

“The number of young people searching and buying anti-aging products has greatly increased and so it feels very important to me to take a stand since watching this phenomenon grow,” said Josefin Landgård, Mantle founder and CEO.  “As a player in this industry, I feel brands and retailers should take greater responsibility, and an age restriction is a clear and effective directive.”

It is hoped these measures will serve as a catalyst for broader change within the beauty industry. Whether through restrictions on purchases, age-appropriate product edits, or better education for parents and tweens on safe skincare practices, beauty companies need to safeguard children from premature exposure to potent ingredients and complex skincare routines. The industry has the power to influence beauty standards, so it’s crucial that it evolves to become a more responsible steward of the messages and practices it promotes, especially to impressionable young audiences.

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