Let Kids Be Kids: Why We Will Never Market to Children

I read about a new skincare line launching for three and four year olds this week. And honestly, it breaks my heart.

We are witnessing a shift in corporate culture where nothing is sacred anymore. Not even childhood.

From a scientific perspective, a child’s skin is miraculous. It produces strong collagen, renews itself quickly, and protects itself beautifully. Yes, it can be sensitive, but it does not need a routine. It needs healthy food, sunshine with SPF, and maybe a little mud.

This conversation hit close to home recently. A client, Marissa, sent me a heartfelt message about how our serum cleared her skin and gave her a confidence she had not felt in years. She also mentioned, as a sweet aside, that her four year old son loves to do skincare with her as a way to bond. She said the serum even helped calm some redness on his cheeks.

And here is what I want to be absolutely clear about.

Marissa did not go out and buy skincare for her child. She did not put him on a routine. She simply shared something safe and gentle during a moment of connection because he wanted to be like his mom.

That kind of moment is beautiful. That kind of moment is sacred. And it must remain sacred.

Here is what I did not do.

I did not ask for a photo of her son. I did not ask to use his results in advertising. I did not think, here is a new demographic to target.

Because a four year old should not worry about redness. They should not stand in front of a mirror searching for flaws. If a child has a skin condition, they need a dermatologist. If they have rosy cheeks from running around, they should be told they are perfect.

This is also why, at Earth and Halo, we pledged never to use the term anti aging. Adults should not be age shamed, so children absolutely should not be. Aging should be celebrated. And we do not promise flawless skin. We promise your best skin. Your healthiest skin. Your most supported skin.

There is a vast difference between a mother sharing a tender moment with her child, and a corporation training toddlers to become consumers.

We need to draw that line.

At Earth and Halo, we believe in self love and self acceptance. We believe in aging with fire and living boldly. And we believe in letting children be children.

They have an entire lifetime ahead of them to buy products.

Let them play in the mud a little longer.