The power of play: Need for self-expression boosting interest in kid-friendly makeup

By Amanda Lim

- Last updated on GMT

Related tags Makeup kids

The rising demand for kid-friendly makeup is fuelled by the innate need for self-expression among Gen Alpha children and their millennial parents, says mum and baby brand Evereden.

The US-based brand recently launched Evereden At Play, a makeup range consisting of colour crayons and lip oils designed for children.

Evereden's foray into the children's makeup market reflects the evolving landscape of the beauty and personal care space for kids.

Makeup in particular is experiencing a notable rise, reflecting shifts in societal values and consumer preferences. The trend aligns with the growing emphasis on individuality and self-expression among children and their parents.

“So, 80% of kids under 21 are already using a colour product. And this doesn't necessarily have to be a very sophisticated product, but it can be like a lip gloss. Kids are using blush, kids are using eyeshadow. This is something that’s already happening,”​ said Mindy Zou, head of omnichannel growth, Evereden.

“Kids are not only just using these on occasions. They're not just, for instance, using it for Halloween or using it to dress up for their friend's birthday party. Actually, 65% of kids use makeup products or a colour product on a monthly basis. It's a continual usage that we're seeing.”

As society increasingly recognises the importance of encouraging creativity and confidence from an early age, kid-friendly makeup provides a fun and age-appropriate means for children to explore their identity and personal style.

“With Evereden At Play, one of the biggest things for our brand was to support and encourage expression and creativity. That’s the main message of Evereden At Play. One of the biggest things we believe in is the power of play,”​ said Zou.

Zou told the Beauty Broadcast that the current options for children on the market are limited.

“One option is to go to the drugstore, the other is to give your kids your Dior lipgloss, and the third option is to use kid’s cosmetic products available on the market already. With all these options, obviously there are issues with each.

“With existing kids cosmetics, some have been shown to contain harmful products and we wanted to provide a safe alternative for conscious parents.”

“This is sort of a whitespace – [the kid’s category] is a bit of a whitespace to begin with. Launching this colour collection, we want to make sure there’s education about the fact that kids need their own products, that they should have their own product.”

To hear more insights about the kids' makeup category and Evereden, check out our video above.

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