Children's lipstick, children's eye shadow, children's nail polish... Nowadays, many children's cosmetics products are increasingly sought after by young parents and children. Entering the era of "beauty economy", the audience for cosmetics is showing a trend towards younger age groups. Statistics show that at least 50 million children in China use cosmetics every year, and in 2020, the consumption of children's cosmetics in China increased by 300% year-on-year.

Starting from January 1st this year, the "Regulations on the Supervision and Management of Children's Cosmetics" have been officially implemented, which is the first regulatory document specifically targeting children's cosmetics in China.

In addition to strengthening the supervision of children's cosmetics, many scholars have also pointed out that the use of cosmetics by children deserves more attention. Compared to the dilemma of whether children can frequently apply makeup and the benefits of makeup on them, it is better to deeply analyze the underlying reasons behind the surface: children's love for beauty is not a bad thing and can serve as an excellent opportunity for parents to carry out aesthetic education; But if a child's pursuit of beauty stems from "appearance anxiety," then it's a different story.

It should be noted that children's appearance anxiety does not come out of thin air. Only by finding the right switch can we help them smoothly overcome the sensitive period of growth. From focusing on external beauty to emphasizing intrinsic beauty, high-quality parental companionship and home school co education are the key to resolving children's "appearance anxiety".

Is children's makeup cosmetics or toys?

Nowadays, children's makeup is becoming increasingly exquisite on social media platforms. Natural and fresh "photo makeup", ethereal "stage makeup", and creative oil painting makeup specifically designed for children... Different makeup looks are suitable for different occasions, which has attracted many young parents to frequently leave messages for consultation and even inquire about prices. Some even express their desire to "make appointments" for their children directly.

Following children, a complete and beautiful economic industry chain is taking shape. The market for children's cosmetics is indeed quite broad, "Associate Professor Zhang Qianjie, Director of the Cosmetics Department at the International College of Cosmetics, Shanghai University of Applied Sciences, said in an interview. According to the seventh national census data, there are about 250 million children aged 0-14 in China, accounting for 17.95% of the total population. With the rise of the children's clothing and fashion industries, children's entertainment life has become increasingly rich, and talent activities such as children's performances and runway shows have emerged one after another. These have provided numerous consumer scenarios and driving forces for the development of the children's makeup market.