THE WHAT? A Californian state legislator has proposed a bill which would purport to restrict the sale of anti-aging products to children. If passed, tweens would be prevented from purchasing products containing AHAs and vitamin A derivatives, such as retinol.

THE DETAILS According to a report published by WWD, Gen Alpha’s passion for skin care is a cause for concern as the actives contained in many products are not suitable for children and could cause irritation.

If passed, the ban could come in as early as October this year. However, an earlier version of the proposed action failed to gain the necessary support to become law.

THE WHY? Assemblymember Alex Lee told The Times, per WWD, “Children who are 10 years old, 12 years old, shouldn’t have to worry about wrinkles. The viral trend of Sephora Kids is better marketing than any company could ever pay for. The multibillion dollar industry is willingly profiting off this trend, even though they themselves admit and know that these products are not safe for children.”