A leading chain of Swedish chemists is introducing age restrictions on anti-ageing skincare amid rising concerns across Europe over the potentially damaging effects on children of their turning to such products prematurely.
Apotek Hjärtat, which has about 390 pharmacies in Sweden, is to stop selling “advanced skin care” products (including the ingredients AHA acid, BHA acid, vitamin A, vitamin C and enzyme peeling) to customers under 15 unless they have parental consent or a relevant skin condition.
It comes amid reports of a skincare boom among children in Sweden aged under 13, driven by social media. One beauty chain told broadcaster SVT that 20-40% of its customers are now aged under 13.
Anecdotal accounts indicate growing numbers of children across Europe – including those as young as 10 in the UK – are also turning to expensive anti-ageing skincare in pursuit of more “youthful” skin, many influenced by what they have seen on apps like TikTok.
Experts fear the craze could be having a detrimental physical impact on such young skin and are concerned about the psychological impact of children obsessing over ageing.
The European Commission last year announced plans to limit the concentration of retinol in over-the-counter products from June to cut potential overexposure to vitamin A, which regulators have linked to skin disorders and weakened bones.
Annika Svedberg, chief pharmacist at Apotek Hjärtat, said: “Using advanced skin care that, for example, aims to reduce wrinkles and get a more even skin tone is not something a child needs.
“In cases where a child has a skin disease, for example atopic eczema, certain products can also contribute to worsening or reactivating symptoms.”
The age restriction enables them to start a conversation with children and parents about healthy skincare routines, “based on needs, not ideals”, she added.
Monika Magnusson, the company’s CEO, said: “We want to be ahead of the curve, and take greater responsibility for not being involved in pushing unhealthy behaviours and ideals that have grown up among many young people.”
