"Makeup from Age 3" and "Designed for Parents to Enjoy Together"—The "Transformation" Happening in the Cosmetics Industry Amid the Rapid Growth of the Kids' Makeup Market

The trend of younger children making their beauty debut is becoming more common both domestically and internationally. The concept of "shared design" that parents and children can enjoy together, as well as experiences that combine "play and learning," are becoming the new norm in cosmetics. In Japan, skincare and sunscreen education and distribution are expanding among elementary school students (e.g., Kao's school collaboration initiatives), and department stores and specialty shops are establishing permanent baby & kids sections. Market research firms suggest an expansion in kids' cosmetics, with growth projections of around 5-9% annually both domestically and internationally. Meanwhile, abroad, the "Sephora Kids" phenomenon has dermatologists sounding the alarm, with concerns focusing on the premature use of adult-oriented ingredients like retinol and acids. In Japan, the Pharmaceuticals and Medical Devices Law (PMDL) and ingredient standards are applied, and there are also consumer administration and toy industry guidelines regarding accidental ingestion and labeling warnings. What the industry needs now includes: ① "co-play" designs that allow parents and children to safely enjoy together, ② clear age-specific guidelines, ③ educational and literacy collaboration, ④ environmental consideration and upcycling, and ⑤ zoning and guidance pathways in retail. Rather than being bewildered by the trend of younger ages, the key to Japan's competitive edge will be how to systematize "beauty that accompanies growth."