Sephora To Implement Safeguards for Marketing of Anti-Aging Products To Kids

Connecticut Attorney General William Tong announced that Sephora has adopted new safeguards regarding marketing of anti-aging skincare products to kids.

The move resolves an investigation by the Connecticut Office of the Attorney General.

“We’re seeing more and more children using skincare products that were never designed for developing skin. The reality is that kids’ skin is more sensitive, and ingredients like retinol and strong acids can cause irritation and even long-term damage. We’re grateful to Attorney General Tong for his leadership on this issue and for being a strong champion for children,” said Dr. Andrew Carlson, Division Head, Primary Care, Connecticut Children’s. “This is why education matters. It is important to help families understand that when it comes to kids’ skincare, simpler is often safer. Efforts like this do that and give parents and young consumers the critical information they need to make healthy choices.”

In November 2024, Tong sent a letter to the beauty retailer regarding the company’s marketing and promotion of anti-aging products to children. The letter noted that many of these anti-aging products contain active ingredients, including retinol and other acids, that are often unsuitable for—and potentially harmful—to children’s skin. Despite this, social media is rife with influencer content targeting young users suggesting such products will help achieve “youthful, glowing skin,” officials said. Tong later opened an investigation into the marketing of these products for which Sephora cooperated.

“Our kids—especially tween and teen girls—are inundated with influencer content pushing product after product loaded with messages about appearance, hygiene and selfcare. Not every product promoted online is safe or appropriate, and far too often, that information is not clear,” said Attorney General Tong. “Today’s settlement with Sephora includes strong, enforceable measures to ensure young customers are seeking accurate warnings and information about the safety and suitability of products for young skin.”

Series of Enforceable Terms

The terms are:

“Requiring all brands that supply it with skincare products to provide Sephora with all warnings and disclaimers about the suitability of their products for children under the age of 13;

“Clearly and conspicuously disclose these warnings and disclaimers on all pages where such products are sold on its website;

“Require all employees who assist consumers to be trained to identify products that may not be suitable for children under 13 and provide appropriate information concerning the manufacturers’ warnings and disclaimers; and

“Maintain a resource that is clearly and conspicuously disclosed on its website that informs consumers of products that may not be suitable for children under 13.”

Happi will host a webinar on age-appropriate skincare on Wednesday, June 17 at 2 pm EST.
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