A recent California bill introduced by Assemblymember Alex Lee (D-San José) proposes banning the sale of anti-aging products to anyone under 18. If passed, retailers are prohibited from selling cosmetic products containing vitamin A and its derivatives, including retinoids and retinol, to minors.

The bill is linked to the growing “Sephora Kids” trend. More and more tweens are buying anti-aging skincare products that could damage their skin. Brands are reacting to this trend, including Bliss, which recently launched its “Elder Millennial” campaign.

The spa-founded skincare brand, known for its innovative self-care products, is refocusing on its original audience – millennials and Gen X. The campaign, featuring comedian Iliza Shlesinger offers a humorous take on adult skincare, countering the popular tween trend.

Sara Mitzner, VP-brand marketing, AS Beauty, told Happi the “Sephora Kids” trend has been happening for a few years, but only received media coverage about a year ago.

We asked Mitzner for her thoughts on the California bill and how beauty companies handle the Sephora Kids phenomenon.

These Sephora Kids have spawned legislation in California.

Happi: As a beauty industry executive, are you alarmed by the Sephora Kids trend and the proposed Bill?

Mitzner: An interest in beauty from a young age is a good thing. There are brands that cater to a younger demographic and do so well and responsibly from their marketing campaigns to the ingredients they use in their products. Nurturing the next generation of beauty enthusiasts is something to be celebrated, it just needs to be done responsibly by brands, retailers and even the government as needed.

Happi: Is the California Bill overkill?

Mitzner: If it’s going to institutionally keep kids safe, it’s not overkill. It’ll help retailers, brands and parents regulate what their children have access to and therefore put on their face and body.

Happi: How should the beauty industry respond to both the bill and the Sephora Kids phenomenon?

Mitzner: The bill, if passed, will make it easier for brands and retailers as the onus will be shared with the government.

Happi: Do you think any limits should be imposed on beauty shoppers? After all, astringents can do damage to skin; it’s not just retinol and retinoids.

Mitzner: Limiting access to products that could be harmful to those under the age of 13 is a good idea.  

Happi: How should companies rework their marketing messages to make sure aggressive skincare treatments stay out of young people’s hands?

Mitzner: Clarity is key, making it clear on their packaging and marketing materials what ingredients and treatments are safe for a younger demographic is going to become more and more the standard.

Happi: What does Bliss hope to accomplish with its Elder Millennial campaign? 

Mitzner: Bliss hopes to re-connect with our core customers of Elder Millennials and Gen X and become to go-to skincare and body care line for adults. Our line of products is efficacious, spa-quality, affordable and doesn’t take itself too seriously. We infuse happiness and humor into our packaging, marketing, social media. That’s why working with Iliza Shlesinger for the Elder Millennial campaign was so perfect. To see Shlesinger’s spot, click here.

No Kid Zone: Iliza Shlesinger stars in humorous new spots for Bliss.

Happi: What products does your company recommend for younger consumers and why?

Mitzner: We have a brand-new line that just launched called Bliss Baby line that is made specifically for babies and kids. It’s made in the USA, fragrance free, vegan, dermatologist tested, and made without parabens or phthalates. Adults can feel safe using these lotions and SPF products on their kids.

Happi: Sara, do you have kids? At what age did you let them start using skincare products? What do they use and why?

Mitzner: I do not have kids myself, but I have many friends who do, and most have indulged their children’s interests in makeup and skincare—buying skincare fridges and taking them on shopping trips to Sephora. They also do their own research on products and use their own personal parental guidelines to help them make sure they are only purchasing products they deem appropriate for their age group.

About Sara Mitzner
Sara Mitzner currently works for AS Beauty on its portfolio of brands which includes Laura Geller Beauty, Bliss, Cover FX, Mally Beauty and Julep Beauty. She provides strategy and idea conception on everything from brand mission and identity to brand partnerships, advertising campaigns, influencer and affiliate marketing, public relations and social media.

A veteran fashion editor and content strategy expert, Mitzner’s expertise is based on almost two decades of experience in the print and e-commerce arenas with a proven track record of driving traffic and delivering results.  She was named a Top Woman in Marketing (2023) and PRWeek on their 40 Under 40 list (2017), recognizing her work as a trailblazer in public relations.

Mitzner is a graduate of the University of Michigan with a Bachelor of Arts in English Language & Literature and received a Certificate in Publishing from New York University. She currently resides in Williamsburg, Brooklyn.