Teaching Children About Proper Skincare

Tina Müller, CEO of Weleda, has defended the company’s advertising practices aimed at children amid growing public scrutiny over marketing skincare products to young audiences.

The defense comes as concerns rise about the appropriateness of targeting children as young as three with skincare routines and products, a trend highlighted by recent criticism of celebrity-backed lines such as Shay Mitchell’s, which dermatologists have condemned as potentially harmful and exploitative.

Müller emphasized that the core message in Weleda’s communications to children is educational: teaching them not to use inappropriate products on their skin. She stated that it is important to make clear to children that they should not use “the wrong thing for their skin,” framing the advertising as part of a broader effort to promote skin health awareness from an early age.

This position aligns with initiatives like the American Academy of Dermatology’s “Good Skin Knowledge” program, which provides free lesson plans for children aged 8 to 13 on topics including daily skin care, sun safety, healthy hair and nails, and self-esteem. The program aims to combat misinformation that can lead to teasing, bullying, anxiety, and depression by teaching factual, age-appropriate information about skin, hair, and nail health.

Experts and educators stress that effective skincare education for children should begin with basic concepts such as cleansing, moisturizing, and sun protection, using interactive methods like DIY workshops with safe, natural ingredients such as honey, oats, yogurt, and fruits to engage young learners.

While Weleda maintains its advertising is intended to support healthy habits, critics argue that introducing skincare routines to very young children risks creating unnecessary anxiety about appearance and may exploit developmental vulnerabilities. The debate reflects a broader tension between promoting early health education and preventing the commercialization of childhood self-care practices.