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

Skincare videos are featuring children as young as two, Guardian analysis finds, prompting fears about the industry’s reach and lack of safeguards

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

Children as young as two are appearing in TikTok videos demonstrating their skincare routines, a Guardian investigation has found, raising concerns about the beauty industry’s reach and the lack of safeguards for child influencers.

The research found that 400 TikTok videos out of the 7,600 skincare-related posts analysed featured routines or advice presented by children believed to be under 13. At least 90 of these posts featured under-fives, including babies and toddlers.