Tots and kids are accompanied by a steady stream of cosmetic products as they advance from the diaper-changing table through the pitfalls of puberty and into adult life.

Natural ingredients are becoming more and more important. Research recently published by the global market information provider Euro-monitor International (“The Growth of Natural Ingredients”) reveals that natural cosmetics are a key growth driver in the US cosmetics sector, and there is every sign that this will continue. Many consumers use natural cosmetics because they have adopted a more health-conscious lifestyle, and there is a strong tendency to equate “natural” with health.

In the children’s cosmetics and skin-care segment, organic and natural ingredients are very likely to become even more popular. In recent years, this segment has experienced quite a boom, with countless new product launches. For the youngest, shampoo and bubble bath remain the most popular products – the latter even more so when they include ‘fun’ ingredients that smell, for instance, of jelly babies or color the bathwater. Equally popular are “bath caviar”, which is sprinkled into the bathwater, lip gloss, hair gel and glitter powder for special occasions. You can even buy perfume and eau de toilette for tiny tots.

For children over 10, the shops are full of face masks to combat zits and blackheads, makeup for girls, mascara and lip gloss. According to the latest statistics, around eight per cent of girls between 8 and 10 years old wear makeup to school, and a large proportion of their pocket money is spent on cosmetic products.

Nature and naturalness are key selling points when it comes to children’s skincare and cosmetics. Understandably, parents want only the very best for their offspring’s delicate skin. A baby’s skin is five times thinner than an adult’s and the skin of children and adolescents needs special protection.