The Red Flags in a Tween Skincare Craze


00:01
Speaker 1
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00:46
Speaker 2
From Wondry I'm David Brown and this is business wars daily on this Thursday, January 25. Now I realize that the holiday season is a tiny dot in our collective rear view mirror by now, but today we're going to do a quick drive by and revisit it for a few moments. Folks who have teen or tween girls in their lives might have been caught off guard by last year's wish list. Alongside requests for clothing, toys and all manner of technology, some girls as young as eight or ten were reportedly asking Santa for a surprising present. Pricey skincare products at the top of the list is a brand called drunk elephant. The skincare line was created more than a decade ago by Tiffany Masterson, and the line has become popular with millennials because of its quality as well as its fun packaging.


01:29
Speaker 2
But a slew of younger influencers on TikTok and other platforms have catapulted the skincare line to new heights, touting its benefits and promoting the brand to very young consumers. Not everyone sees the beauty of early skincare rituals, however. Critics object to young girls flocking to beauty product retailers to snap up luxury cleansers and moisturizers first. They object to the price. As one social media user said, quote, imagine buying your eight year old a $55 face cream. Stop trying to make kids adults. Let them be kids. End quote. The bigger question is whether these products are appropriate for young skin. Skincare products may contain active ingredients like retinol, high potency vitamin C and hyaluronic acid, which are acids meant to reduce the look of lines and wrinkles.


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Speaker 2
While a doctor may prescribe such potent ingredients for a young person with, say, a skin condition like acne, they're generally not recommended without medical supervision. As one dermatologist told Glamour magazine, quote, to just walk into Sephora and buy a retinol cream as a twelve year old is not utilizing the powerful ingredient properly. Masterson responded to the criticism on social media, saying that most drunk elephant products can be used by everyone. She agreed that teens and younger girls should generally not be using products with acids in them, but said that most of her products are made for all skin. Masterson went on to recommend several products that she says kids can use as a skincare routine. Risa Barash, the founder of tween skincare line TbH Kids, thinks the response may not be enough.


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Speaker 2
Barash's brand not only avoids the active ingredients not suitable for young kids, but also chemicals like BPA and parabens. She told Glamour that she doesn't believe drunk elephants directly marketing its products to kids, but she thinks that greater transparency is important and that eight year olds should not be putting such strong chemicals on their skin, adding, quoting here, they do have a responsibility to speak up a little stronger, and perhaps they should have come out a little sooner. End quote. Masterson denies that she's targeting teens, but the fact remains that the teen skincare market is booming up about 20% last year compared to the year before in pr reports. So there's no denying that companies benefiting from social media influencers pushing pricey products have some skin in this game. From wondery this is business awards daily.


03:50
Speaker 2
I'm your host, David Brown, written by Gwen Moran and produced by Jessica Yarmoski. Our executive producers are Tina Rubio and Marshall Louis.


04:11
Speaker 3
Hey prime members. You can listen to business wars daily ad free on Amazon Music. Download the Amazon Music app today, or you can listen ad free with wondery plus in Apple Podcasts. Before you go, tell us about yourself by completing a short survey at Slash.


04:27
Speaker 4
Survey, Dermavan Sciences CEO Tod Zavodnik shares why they're driven to change how chronic skin diseases are treated.


04:35
Speaker 5
In dermatology, the two largest disease states are psoriasis atopic dermatitis known as eczema. And the option that's been available for the last 30, 40, 50 years has been steroidal topical treatment options. And there's so many limitations to that. Our mission is to move that to a non steroidal, once a day treatment option.


04:56
Speaker 4
Visit dermavant.com to learn more.

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