The skincare industry’s secret weapon? Kids on TikTok

The ‘baby beauty’ influencer trend that has taken over social media needs to end

TikToker Haven Garza (left), seven, and celebrity child North West, 10, are among a growing number of “baby beauty” influencers. PHOTOS: SCREENGRABS FROM GARZACREW/TIKTOK, KIMANDNORTH/TIKTOK
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“Rare Beauty, I’m coming for ya!” shouts Haven Garza to four million TikTok followers as she dabs a liquid “luminiser” by the brand Rare Beauty on her face, to which she has already applied a toner, serum and moisturiser.

This may sound like pretty standard fare for TikTok’s highly popular get-ready-with-me beauty tutorials, but the skincare influencer in this case is seven years old.

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