The beauty industry’s longstanding pursuit of “baby-soft skin” has taken an unexpected turn with luxury brands venturing into the baby skincare market. Baby Dior, renowned for its high-end fashion, recently introduced a “complete skincare line for little ones,” challenging the traditional notion that babies, with their naturally perfect skin, require no additional care. This line includes a $230 “scented water,” a $115 all-body moisturizer, a $95 face, body, and hair foam, and a “cleaning water” infused with mallow flower extract, all aimed at the one percent who seek to pamper their infants with designer products.
As the beauty industry continues to target younger demographics, with Sephora offering “teen skincare” and young adults seeking “preventative” Botox, Baby Dior’s foray into baby skincare is not merely a modern phenomenon. In fact, it marks a revival of Dior’s child fragrance line from 1970, a fact highlighted by Francis Kurkdjian, Parfum Dior’s creative director.
While some view this as an extravagant manifestation of late-stage capitalism, skeptics like Dr. Hayley Goldbach, a board-certified dermatologist and assistant professor at Brown University, express concerns about the potential harm of introducing perfumes to babies. Goldbach emphasizes the importance of a baby’s natural scent in fostering bonding and warns against the potential disruptions caused by even “natural” perfumes.
Baby Dior is not the only contender in this niche market. Dr. Barbara Sturm, known for popularizing the “vampire facial” trend, offers a $210 set of “essentials” for babies, including bathing milk and face cream. Lalo, a baby and toddler products brand, sells a $170 bathtime gift box promising the ultimate spa experience for infants.
However, as parents increasingly seek alternatives amid concerns over mainstream products like Johnson & Johnson’s talcum powder, the market for “clean living” baby products is expanding. Brands like Pipette and Skincando are gaining traction, with the latter offering a $70 moisturizer named Combat Ready Baby Balm.
Pediatric dermatologist Dr. Karan Lal from Scottsdale, Arizona, cautions against well-intentioned parents inadvertently harming their babies by experimenting with skincare routines. He notes a rise in parents attempting to enhance their babies’ skincare without realizing the potential risks, emphasizing the importance of caution in introducing new products to a baby’s sensitive skin.
Jeniece Trizzino, working in product and package development for a luxury fragrance subscription service and a mother herself, draws parallels between designer baby beauty products and designer baby clothes. She sees them as niche products appealing to a monied audience, emphasizing that while there may be a market for such items, they often serve as status symbols rather than practical necessities.
In the pursuit of effective and gentle skincare for their infants, some parents are willing to invest in products that promise results. For instance, Trizzino recounts finding a $50 jar of moisturizer that worked wonders for her son, showcasing the potential demand for premium baby skincare products among parents seeking effective solutions for their children’s sensitive skin.
