‘An element of exploitation’: the world of TikTok child skincare influencers

Experts say regulation of child influencers sits in a legal grey area as children promote products on social media

• #ToddlerSkincare: the ‘dark and exploitative’ world of children’s beauty videos on TikTok

In a TikTok video a young girl – her age anywhere between 10 and 15 – sits unboxing package after package of products she says were sent to her by skincare brands. She calls it a “PR haul”.

In another video, a 16-year-old opens a box of products she received from a well known brand. She says: “I know I have younger people watching,” before reading out a note from the brand that says: “Can’t wait for you to share your thoughts.”