Social media has created a growing threat to Connecticut’s young people and Connecticut’s Attorney General joined doctors Monday to warn parents of the trend ahead of the holiday.

Attorney General William Tong joined health care experts at Connecticut Children’s Medical Center in Hartford Monday to warn parents against anti-aging skincare as stocking stuffers this holiday season, citing reports from pediatricians who are treating patients with redness, irritation and burns caused by adult products that are not suitable for young skin.

On Monday, the Consumer Protection Section of the Connecticut Attorney General’s office notified beauty giant Sephora that it launched an inquiry into the company’s advertising practices, alleging it’s targeting tweens and teens on social media.

In a letter to Sephora’s senior vice president and general counsel, Tong’s office demanded answers to more than 20 questions regarding product safety, search algorithms, buying guides, warnings labels, disclaimers, and employee guidance and training concerning skincare products sold to customers under the age of 13.

“We’re going to press Sephora really hard, asking them questions about what they know about these products, why they use the language that they use, whether they’re aware of the harm that it causes, and what they’re going to do to protect kids and customers from that harm,” Tong said. “We’re going to insist that they … take steps to protect young people.”

Tong said posts and advertisements on social media platforms like TikTok and Instagram have fueled a skincare “obsession” among youth. Earlier this year, the hashtag #SephoraKids exploded in popularity as shoppers noted a boost in young girls buying expensive merchandise in beauty stores, inspired by “Get ready with me” videos, skincare routines and product recommendations from influencers.

“Children, some as young as 6 years old, are using adult skincare products with strong active ingredients. This practice is not only unnecessary, it is potentially harmful and it underscores the need for increased awareness and action,” Connecticut Children’s President and CEO Jim Shmerling said.

At the press conference, Tong highlighted anti-aging products from brands such as Drunk Elephant and Glow Recipe that use brightly colored packaging and cutesy names to attract young consumers. Tong picked up one pink and yellow polka-dotted skincare set titled “Itty Bitty Midi Committee.”

Tong said the $79 “acid kit” appeared when his office searched Sephora’s site for “kids,” “skincare for kids” and “gifts for children.” In the product’s description, Sephora writes that “Itty Bitty Midi Committee” addresses skincare concerns including “Fine Lines and Wrinkles” and “Loss of Firmness and Elasticity.”

Tong said that these products can contain retinol, peptides, AHAs, BHAs, chemical exfoliants, acids and other ingredients that can harm children’s skin.

According to a statement from Tong’s office, “While Drunk Elephant cautions on its own website that some of its products should not be used by customers under 12, Sephora’s site omits that note.”

Sephora did not respond to a request for comment Monday.

“I want parents to understand that this isn’t just some fun thing that kids are into. It’s not just a cute Instagram reel or something that your local favorite social media influencer is talking about,” Tong said. “The chemicals that are contained in these products may not only be inappropriate for your kids but can cause real damage and long-term harm.”

‘An addiction’

Tong said skincare products geared towards youth are “big money and big business” in the beauty industry.

Market research suggests that families with teens and tweens now spend more on skincare than the U.S. average. Teen and tween households drove more than 30% of the prestige beauty market between January and June and accounted for nearly 50% skincare purchases in drugstores last year, according to reports by Circana and NielsenIQ cited by the Associated Press.

For kids today, Tong said “Skincare is a big deal.” Tong said he knows of some teenagers who keep “special refrigerators for their products.”

“It’s a focus. It can be an obsession. I wonder if it’s also, at times, an addiction,” Tong said.

On the popular message board site, Reddit over 4.3 million people are members of the “r/SkincareAddiction” forum. In between posts from adult users, a scan of the “Anti Aging” discussion tag reveals 13-year-olds inquiring about surgery to eliminate tear troughs, 15-year-old boys asking for advice on how to get rid of smile lines, and a 16-year-old boy seeking anti-aging skincare recommendations for under eye lines.

In one post that questioned why minors shouldn’t use anti-aging products, a 15-year-old girl shared a bit about her skincare regimen.

“I take 6000 mg of collagen each day. I do use retinol sometimes and other anti-aging oils. I keep my facial expressions extremely neutral (so) as to not get smile or frown lines,” she said.

The same 15-year-old expressed her desire to “look younger than I really am.” Teens in other posts spoke about how insecurities about their skin were hurting their confidence.

“It’s been such a big insecurity of mine, it makes me look so tired and I hate it so much,” the 13-year-old said. “I’ve been bullied for it, and I try to find beauty in everything and I (really) do love myself, but I just hate those lines so much.”

Tong said anti-aging products signal to “kids that there’s something wrong with them.”

“I don’t have to tell you that at a base level that’s very harmful and very damaging,” Tong said. “What does an 8-year-old girl (or) 12-year-old girl need to worry about in terms of the youthfulness of her skin?”

Tips for parents

As children and teens in Connecticut prepare their holiday wish lists, Tong acknowledged how challenging it can be for parents to say “no” when their kids ask for trending skincare that could harm them.

“It’s really hard for them to stop this onslaught of marketing and influencers and algorithms and products and glitzy $79 things that their girls want them to buy from Sephora,” Tong said. “It’s really hard to stop the impact of all these products and it’s really hard to stop your kids from wanting them.”

Tong said parents can look for healthier, more age-appropriate skincare for their sons and daughters.

Dr. Juan Salazar, the physician-in-chief of Connecticut Children’s, said pediatricians and dermatologists “recommend keeping it simple.”

“Gentle cleanser, daily sunscreen … and lightweight, oil-free moisturizer are sufficient for maintaining healthy skin,” Salazar said.

If children are experiencing acne or other skin conditions, Salazar said parents should contact a professional instead of reaching for products that could end up doing more harm than good.

“These products can be linked to irritation, redness, breakouts, and even longer-term damage,” Salazar said. “They don’t need it, and it actually disrupts the natural barriers that kids have in their skin.”

When used by children, Salazar said skin care products that are only suitable for adults can increase acne, eczema, dryness and sensitivity to sun exposure.

Salazar said parents should pay attention to ingredient lists and look out for extreme redness, dryness and scaly or burning skin in their sons and daughters.

“Sometimes the parents don’t even know because the kid goes in, buys it (and) none of this is regulated,” Salazar said. “The FDA doesn’t regulate any of these products … There’s no warning for (consumers to) not use this for kids.”

Salazar said that today, pediatricians are aware of the products and brands that could cause harm.

“We have to pay attention to this. We have to look at TikTok (and) what is out there and be informed so that when a parent comes in, we can actually help them make sure that the kids don’t buy these products,” Salazar said.