A Charlotte mom is launching a girls' skincare line to respond to the TikTok craze
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Dew Lily products also come with a "Dew Drop" charm, a way to capture kids' love of collecting and swapping novelties, like Labubu toys. Provided by Dew Lily
Charlotte mom Jennifer Quinn is building a children-focused skincare brand without harmful additives, as American girls are dropping billions each year on adult products they see on TikTok.
Why it matters: Young girls are increasingly interested in expensive skincare products from brands like Drunk Elephant and Glow Recipe, thanks in part to viral "get ready with me" videos. But experts say the products may be doing more harm than good to these so-called "Sephora Kids."
Flashback: A few years ago, Quinn said her young daughter mentioned her friends at school all had skincare routines. She wanted one, too, says Quinn, who's launching Dew Lily, a line for 6- to 12-year-olds, this month.
- Quinn herself has struggled with skin issues. She didn't feel comfortable letting her two daughters use adult products. But when she set out to find age-appropriate options, she only saw a gap in the market.
- "There's so many moms that say they just walk around Ulta and Sephora in circles, trying to figure out what's safe," Quinn says.
The big picture: Tweens, ages 6 to 12, are spending $2.4 billion a year on skincare, up 27.2% from previous years, per Nielsen IQ data. Most of those are high-end serums, toners and eye creams geared for adults.
- Sharing skin routines has become a popular way for girls to bond. Bringing products to play dates, sleepovers, and even soccer practices to share is the norm.
- Most tweens watching these online influencers are aware they don't "need" the adult skincare they're hyping up.
- Kids already have fast cell turnover, meaning new skin cells replace dead cells. Layering too many anti-aging products on their collagen-rich skin may cause irritation, peeling, and other issues, dermatologists say.
How it works: Quinn, a former teacher turned stay-at-home mom, worked with a lab to formulate three products for ages 6-12.
- Flutterfluff ($26): "a creamy, ultra-gentle cleanser."
- Coolcloud ($26): "a calming, hydrating face mist."
- Plushpuff ($27): "a whipped, petal-soft moisturizer."
- The full collection retails for $75.
What's inside: "It's more so what's not in it," Quinn says.
- "We wanted something that was going to do truly nothing but help their skin stay hydrated and clean," she said. That means no sulfates, parabens, synthetic fragrances or retinol.
- It's not the ingredients that pique young girls' interest, anyway. It's the packaging, Quinn realized. She worked with a branding agency to design the colorful, bright designs.
- Each Dew Lily box has messages hidden throughout to remind kids they are smart, kind, and so on.
The other side: Some parents may view children's skincare as a gateway to the world's turbulent beauty standards. Actress Shay Mitchell received harsh criticism last year when she launched her kids' skincare line, with online commenters accusing her of teaching toddlers to focus on their appearances.
- "We need to be wary of how the cosmetics industry can manipulate both mothers and kids and how, by backing it, we as mothers create a new set of worries for our children," New York Times contributor Alexandra D'Amour wrote.
- But Quinn thinks just telling kids no isn't always the answer. She hopes the Dew Lily line teaches girls how to build healthy habits and inspires positive affirmations.
What's next: For Dew Lily, Quinn says, "We want to build trust first. And then, long term, the goal is to grow thoughtfully, authentically."
Dew Lily is available online. It's expected to launch Feb. 10.
