03/11/2026
I recently shared some thoughts with Good Morning America about the growing trend of very young children (ages 3–6) using beauty products… and the rise of beauty brands designed just for them.
A few key points I think are important for parents and caregivers to keep in mind:
- Kids playing dress-up and imitating what they see adults do is completely normal. It can be creative, playful, and part of healthy development.
- But there’s a meaningful difference between playing with makeup as part of pretend play and wearing makeup regularly as part of a routine.
- My concern is that when appearance becomes a focus too early, kids (especially girls) may begin to internalize unrealistic beauty standards and build their self-esteem from the “outside in,” based on feedback about how they look.
Of course we want children to feel beautiful! But it’s just as important that they learn to feel beautiful for reasons that go far beyond appearance. The goal is helping kids build self-esteem from the inside out focused on qualities like kindness, curiosity, creativity, effort, and confidence.
As adults, it’s worth being mindful of the messages we send. When we shift the focus from appearance to character and capability, we help kids develop a stronger, more resilient sense of self.
Share your thoughts in the comments!
Some beauty brands like Super Smalls are offering products they say are specifically formulated for young kids and that there’s demand for them.