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Why children don’t need anti-ageing skincare — and why better beauty means knowing when not to sell Sometimes I wonder if this conversation is not really about skincare at all. I wonder if it is about our relationship with age. We have become so uncomfortable with ageing that we have turned youth into something to preserve, protect and pursue for as long as possible. Yet there is something deeply contradictory about this. We celebrate youthfulness when it comes to appearance, energy and possibility. But youth is not just smooth skin and vitality. It also brings uncertainty, awkwardness, self-doubt, the struggle to belong, the experience of not belonging, and the gradual process of discovering who we are. Most importantly, it is a time for play. If we truly value youth, we should value all of it. Instead, while adults chase the outward signs of being young, children are increasingly being encouraged to leave childhood behind. They are being exposed to adult concerns, adult expectations and adult insecurities at ever younger ages, often through algorithms that have become powerful, if unintended, teachers. And in many ways, we seem to be stepping back from our own responsibility. Growing up has never really been shaped by what is around us as much as by who is around us: family, friends, mentors, neighbours and the wider community that helps us make sense of ourselves and our place in the world. When algorithms begin to fill that role, we should at least pause and ask what lessons are being taught. It is a strange contradiction. Adults are trying to hold on to youth while children are being encouraged to leave it behind. And somewhere in the middle, we seem to have lost the art of simply being the age we are. Perhaps that is why I find the rise of anti-ageing skincare for children so unsettling. Not because children are interested in beauty. Curiosity is normal. Play is normal. Borrowing your mum’s lipstick, brushing powder over your face, pretending to be grown up for a few minutes — that is all part of childhood. But childhood itself seems to be shrinking. Recent conversations around “cosmeticorexia” have put a spotlight on the growing obsession with skincare, flawless skin and adult-style beauty routines among children and young teenagers. The word may be new to many of us, but the feeling behind it is not. Many parents will already have noticed that beauty is no longer just something children discover in a bathroom cabinet or dressing table. It is in their feeds, in their algorithms, in their wish lists, in their hauls and in the language they are absorbing before they are old enough to understand it. Fine lines. Pores. Texture. Retinol. Collagen. Glow. Glass skin. Anti-ageing. Words that once belonged to adult skincare have quietly slipped into the world of children. And this is where we need to pause. Because there is a big difference between a child playing with beauty and a child believing they need beauty products to be good enough. There is a difference between care and correction. There is a difference between curiosity and anxiety. When did we stop celebrating being ten years old? When did we stop valuing scraped knees, muddy clothes, climbing trees, building dens and spending hours outdoors with no purpose other than having fun? When did we lose the art of play? And if we have lost it ourselves, are we now in danger of taking it away from our children too? You will only ever be ten once. You will only ever be eleven once. Those years are not a waiting room for adulthood. They are a stage of life worth celebrating in their own right. The goal should not be to prepare children for ageing. The goal should be to let them enjoy being young. The irony is that many adults spend years trying to recreate what children already have: freedom from self-consciousness, curiosity, spontaneity and joy. Perhaps instead of teaching children to think more like adults, we should be asking ourselves what we have forgotten that they still know. Because a bit of dirt probably will not harm you. But a constant stream of messages telling you that your skin is not good enough just might. Young skin does not need adult concerns This is not about saying young people should never use skincare. That would not be true, and it would not be helpful. Some children may need simple care. Some teenagers may need support for dryness, oiliness, breakouts or sensitivity. But that is very different from selling young people adult skin concerns before they need them. For children, skincare should be simple — almost boring — and that is the point. Gentle cleansing when needed. A simple moisturiser if skin is dry. Sun protection. No anti-ageing claims. No wrinkle routines. No ten-step rituals. Just care, not correction. For teenagers, skin can become more complicated because of hormones, oiliness, breakouts or sensitivity. But even then, the answer is not usually more products. It is the right products, used in the right way, for the right reason. And if there is acne, irritation or a skin condition, the best advice may come from a pharmacist, GP or dermatologist. Young skin does not need anti-ageing products. It does not need retinol routines. It does not need collagen claims. It does not need to chase glass skin. What it needs is simple, age-appropriate care, confidence and honesty. Better beauty means knowing when not to sell At Beauty Kitchen, we often talk about creating better beauty. Most people assume that means better ingredients, better packaging or better sustainability. It does.But increasingly, I think it means something else too. It means understanding the influence our industry has and using that influence responsibly. Through my work with the B Corp Beauty Coalition, I spend time with brands discussing what responsible growth looks like in practice. For me, one of the most important questions facing our industry today is this: Are we helping young people care for their skin? Or are we teaching them there is something wrong with it? That question matters because the beauty industry cannot pretend it has no role in shaping what young people believe about themselves. Brands, retailers, platforms, influencers and algorithms all play a part in shaping what young people see, want and believe they need. That gives our industry influence — and influence comes with responsibility. And somewhere in that system, children can become consumers before they have the tools to question what they are being sold. That should make every responsible beauty brand uncomfortable. Because once a child believes they need anti-ageing skincare, we have to ask whether the system has educated them — or simply made them feel that normal skin is something to correct. Skin that changes, skin that has pores, skin that is not filtered, should not be turned into a problem to solve. Then it sells the solution. That is not better beauty. That is better marketing. And we should not confuse the two. Better beauty cannot just mean better ingredients or better packaging. It has to mean better responsibility. It has to mean being honest about what a product does, who it is for, and who does not need it. Sometimes the most responsible thing a beauty brand can do is recommend a product. Sometimes the most responsible thing it can do is say: “You do not need this.” That is what better beauty looks like to me. Drawing Better Lines Maybe we cannot go back completely. The digital world is not going away. Children will continue to see beauty content. Trends will continue to move fast. Products will continue to travel from adult shelves into younger conversations. But we can draw better lines. As parents, we can bring beauty back to care rather than correction. As brands, we can stop turning every insecurity into a product opportunity. As retailers, we can think more carefully about how adult skincare is displayed, described and sold. And as an industry, we can stop pretending that “suitable for all ages” is the same as “needed by all ages”. Because the question isn’t whether children should ever use skincare. The question is whether we are helping young people understand their skin or teaching them to scrutinise it. Whether we are building confidence or creating dependence. Whether we are encouraging care or selling correction. At Beauty Kitchen, we believe products should be designed with purpose. That means they should work, they should be made responsibly, and they should be used by the people who genuinely need them. Better beauty isn’t about selling more products to more people.It’s about helping people make better choices. For their skin, for their confidence, for the planetand for the next generation. Children do not need anti-ageing skincare. They do not need to chase younger-looking skin. They already have it.  What they need is honesty. They need protection from false demand. And they need adults, brands and retailers willing to say something that can feel surprisingly radical in today’s beauty industry: “You don’t need this.” That is what better beauty looks like to me.

Why the future of cleaning might look a little more...natural. For years, beauty has sold us convenience. Quick fixes. Disposable routines. Single-use everything. One wipe. One cotton pad. One more thing in the bin.And somewhere along the way, we started believing effective skincare had to create waste. But what if the products we use every single day could care for our skin and leave less behind?  That’s where the humble Konjac Sponge comes in.Not flashy. Not over-engineered. Just a simple, plant-based cleansing tool proving that beauty routines can work better, for your skin and the planet.   The problem with "throwaway beauty" Wet wipes became the symbol of modern convenience. Easy, quick, always there when we need them. But convenience comes at a cost. In the UK alone, we use around 11 billion wipes every year - many containing plastic fibres that don’t properly break down. They clog waterways, pollute beaches and are responsible for an estimated 93% of sewer blockages. And even when they disappear from sight, they don’t really disappear. Some wipes can take decades to fully break down. The beauty industry taught us that single-use was normal. Now we’re seeing the consequences of that thinking everywhere — from blocked sewers to polluted coastlines. There’s even been a reported 400% increase in wet wipes found on Uk beaches,with around 80 wipes discovered for every mile of coastline surveyed.     What about cotton pads? Cotton pads often feel like the “better” option. But most are still used once andimmediately thrown away. And conventional cotton farming comes with its own impact. Producing just one kilogram of non-organic cotton can requiremore than 20,000 litres of water, alongside intensive pesticide and insecticide use.   When something is designed to last seconds before ending up in the bin, it’s worth asking: Was it ever really designed sustainably in the first place?   A slower, softer way to cleanse The Konjac Sponge offers a different approach. Made from the root of the konjac vegetable, these beautifully soft cleansing sponges have been used for generations to gently cleanse and exfoliate skin. Ours are: 100% plant-based plastic free compostable gentle enough for sensitive skin Simply add warm water and the sponge transforms into a soft, cushiony texture that helps lift away makeup, dirt and impurities while gently exfoliating without stripping your skin. It’s skincare slowed down a little. More ritual. Less waste. Small swaps create big impact Sustainability can sometimes feel overwhelming. But meaningful change often starts with smaller everyday choices: a refill instead of a replacement a reusable bottle instead of single-use plastic a compostable sponge instead of another wipe in the bin The Konjac Sponge is one of those small swaps that quietly makes a bigger impact over time. Not because it’s perfect. But because it encourages us to rethink what “normal” beauty routines have become.   Naturally effective. Not overcomplicated We don’t believe skincare tools need to be over-engineered. The Konjac Sponge works because nature already did the hard work.  Each sponge is infused with ingredients chosen to support different skin needs: Blue Chamomile helps soothe and calm Rose & Red Clay help brighten and refresh Charcoal & Bamboo help deeply cleanse and rebalance And because they’re made from natural plant fibres, they last around 2–3 months before being fully compostable at the end of their life. No plastic fibres., No complicated disposal. No lingering waste.   Designed to work with your skincare - not against it Pair your Konjac Sponge with: SHP+ Revitalising Gel Cleanser for a fresh, radiance-boosting cleanse AO Prime Time Cream Cleanser for a more nourishing, comforting ritual Or your favourite BK Body Wash in the shower Because effective skincare shouldn’t come at the planet’s expense. Beauty can do BETTER The beauty industry has spent years teaching us that more products, more packaging and more waste is simply part of the routine. We don’t think it has to be. The future of beauty isn’t just about what products do for our skin. It’s about the systems behind them too. And sometimes, better beauty starts with something as simple as a sponge.

In response to the Netflix documentary "The Plastic Detox" releasing on 16 March 2026. With the launch of the Netflix documentary "The Plastic Detox", the conversation about microplastics in everyday products has reached a global audience. The documentary follows several couples facing unexplained fertility challenges as they attempt to eliminate plastic-related chemicals from their lives over a three-month period. Their journey raises an important question many consumers are now asking: So, are microplastics hiding in our bathrooms? Microplastics are not just found in oceans and food chains. While many brands are only now beginning to address the issue, some companies chose a different path from the start. Beauty Kitchen, for example, has never used plastic ingredients in its formulations. Microplastics can also appear in beauty and personal care products — sometimes hidden behind complex ingredient names. Even though microbeads were banned in many countries several years ago, other plastic ingredients are still commonly used in cosmetic formulations. Microplastics in Skincare: Common Questions Are there microplastics in my skincare? This is one of the most common questions people are asking after watching "The Plastic Detox". While many consumers assume microplastics disappeared when microbeads were banned, the reality is more complex. Many cosmetic products still contain synthetic polymer ingredients that behave like plastic in the environment. Understanding how to spot them in ingredient lists is the first step to avoiding them. Do skincare products still contain plastic? Yes. Although microbeads were banned, many beauty products still contain synthetic polymers, which are forms of plastic used in cosmetic formulations. Moisturisers Cleansers Sunscreens Shampoos Makeup These ingredients are often added to improve how a product feels — making creams smoother, thicker or easier to spread. What exactly are microplastics in beauty products? In cosmetics, microplastics are typically synthetic polymer ingredients that behave like plastic in the environment. Stabilise formulations Improve texture Create a silky or smooth skin feel Extend shelf life While they improve product performance, their environmental persistence is increasingly raising concern among scientists and regulators. What ingredients should I avoid? Plastic ingredients often appear under technical names in ingredient lists. Acrylates Copolymer Carbomer Nylon Polyethylene Polypropylene Polyacrylamide PVP These ingredients are typically used as thickeners, film formers, or texture enhancers. How to check your bathroom shelf in 30 seconds If you're wondering whether your skincare products might contain microplastics, a quick bathroom shelf check is a good place to start. Step 1: Turn the product around and read the ingredient list. Look for ingredients beginning with “poly” or containing names such as: Acrylates Copolymer Polyethylene Polypropylene Polyacrylamide PVP Nylon Step 2: Watch for long chemical names. Plastic ingredients are often hidden behind complex terminology. Step 3: Use an ingredient checking tool if you're unsure. Apps such as Plastic Free Future / Beat the Microbead allow you to scan ingredients and identify potential microplastic polymers quickly. Step 4: Challenge your routine. Moisturisers, sunscreens, shampoos, cleansers and makeup can all contain plastic ingredients. Our founder’s perspective “At Beauty Kitchen we made a decision from the very beginning: plastic doesn’t belong in skincare formulas. We have never used plastic ingredients in our formulations. When we develop products, we look far beyond the obvious ingredients. If there is any uncertainty around whether an ingredient may contain plastic, we simply don’t use it.” Jo Chidley, Founder of Beauty Kitchen The bigger picture Microplastics are now part of a wider conversation about the future of beauty and consumers are increasingly asking: What’s in my products? Where do those ingredients end up? How can I choose better alternatives? Understanding ingredient lists and identifying plastic ingredients is the first step. A final thought As documentaries like "The Plastic Detox" bring microplastics into the spotlight, the beauty industry is being challenged to rethink how products are formulated and packaged. All Beauty Kitchen products are microplastic-free. Shop Microplastic-Free

There’s no denying that veganism plays a big part in sustainability, so we are working hard to have as many vegan options for you as possible. What is Vegan Certification? Vegan certification ensures that a beauty product contains no animal-derived ingredients or by-products and has not been tested on animals. Organisations like The Vegan Society provide certification after brands meet strict criteria. Vegan Trademark is one of the most widely recognised symbols for certified vegan beauty. The Vegan Trademark has been helping us to identify products that are free from animal ingredients since 1990. Registration with the trademark gives Beauty Kitchen the confidence to shout about our vegan and cruelty-free skincare credentials. Our values stem from a vision that beauty products do not need to contain animal fats or animal-based ingredients to be effective, and that animal testing is without a doubt unnecessary. We are proud to say that 95% of our products are registered with The Vegan Society, and the other 5% are vegetarian products that contain a small amount of sustainably sourced beeswax that is a waste by product of the honey industry.   What is Vegan Beauty? The Vegan Society classify a product as vegan when there are no animal derivatives or animal by-products used and the product has not been tested on animals at any time. Not only is vegan beauty kind to animals and the planet, but it’s also kinder to skin as alternative ingredients are generally gentler and more suited to sensitive skin types. The ingredients we use from naturally derived sourced are packed full of antioxidants, nutrients and natural oils. Cruelty-Free Alternative Ingredients Many cosmetics products contain animal derived ingredients such as Lanolin, Gelatin and Glycerin. We use natural, nourishing ingredients such as organic coconut oil, shea butter, plant oils and marine extracts to provide just as effective results with a more sustainable impact on animals, people and planet. “I’m incredibly proud to say that we have as many vegan options as we do, and to be registered with the vegan society is such an achievement. I have wanted this from our first day at Beauty Kitchen and it’s a journey of exploration to find the best partners that will support, guide and recommend ways to become vegan” - Jo Chidley, Founder of Beauty Kitchen.