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.
More than 1,000 videos featured someone believed to be under 18, equivalent to almost one in seven of the videos in the sample.
