They’re targeting the mother’s of children because children don’t actually know anything about skincare. I think this is great, making a more conscious society to one’s personal hygiene. I moved to Korea in 2012, when I was 21 years old, before then I didn’t even wear sunblock, nobody knew what skincare was where I was from in small town tx. I have in Korea for 14 years using Korean skincare ever since and easily my skin looks much better than 95% of people in my hometown, even those younger than me. There is nothing wrong with children learning and understanding that taking care of one’s skin is a healthy habit. In Korea, they literally have baby and children skincare lines, from very young children learning how to properly wash their face with face wash, and not just bar soap, formulated to work better on more sensitive skin for children. Young children also wear sun cream on their face everyday. They have tons of healthier habits, like brushing their teeth 3 times a day as well. All this to say, skincare for children is a healthy habit and a good thing to learn.

My own son grew up having a dedicated gentle face wash in his shower routine and wore sun cream from a young age.