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The wellness industry millennials built has set its sights on their children. Brands like Evereden, Pipa, Tubby Todd, and Shay Mitchell's Rini are marketing sheet masks, face mists, and multi-step routines to kids as young as 3. Sephora is expanding its Gen Alpha shelf, with brands launching nationally in stores next month. Dermatologists are unmoved: most children need only soap, lotion, and sunscreen. Child psychologists worry the trend erodes "middle childhood," the developmental window before puberty when kids explore identity through imagination rather than self-consciousness. A toddler with a prepackaged sheet mask isn't doing the same cognitive work as one inventing her own version. The brands say they're selling hygiene and sun protection, not beauty correction. The sharpest skepticism comes from a 9-year-old named Charlotte: "If they get chocolate or mud on their face, you could just get a paper towel and wipe it off."
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