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Blake, Wm. Job and His Daughters. 1821.

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A Swedish pharmacy chain has restricted the sale of anti-aging skincare products to anyone under 15.

Apotek Hjärtat, with about 390 stores, introduced this policy to combat the growing concern over Generation Alpha’s focus on appearance, requiring parental consent or a skin condition for exceptions. It aims to address the “Sephora kids epidemic,” highlighting the issue of children using high-end adult beauty products.

The ban targets “advanced skin care” items containing ingredients like retinol, vitamin C, and exfoliating acids. This move aims to shift skincare routines for the young away from societal ideals and toward actual needs. 

Annika Svedberg, chief pharmacist: “Using advanced skin care that, for example, aims to reduce wrinkles and get a more even skin tone is not something a child needs.”