Insights / Perspectives

Kids, They're Just Like Us: The Latest Trends in Baby and Child Care Products

Photo Credit: SheKnows

Maybe children aren’t literally just like adults, but baby and child-specific products are becoming increasingly similar to those positioned for adults. Parents have always wanted the best for their kids, and now they’re incorporating routines and products for their children that are similar to their own. According to Euromonitor, “An increasing number of companies are likely to expand their adult product lines to include targeted offerings for infants, young children, and preteens,” and GlobalData points to the need for “products for babies and children tailored towards the purchaser, as well as the consumer (the child).” Brands must leverage this new trend – which is driving inclusivity, premiumization, and sun care and skin care routines for children - to win with consumers.

Inclusivity

According to Euromonitor, “Baby and child-specific hair care in the U.S. has undergone a significant evolution in recent years, mirroring broader societal trends towards inclusivity and representation.” Brands are incorporating hair care products that cater to textured hair, including Johnson’s Baby Curl Defining and Dove Baby Textured hair lines. Dove Baby also offers a line of skin creams specifically designed for melanin-rich skin, further demonstrating its commitment to inclusivity and providing products for a variety of skin and hair types. Social media platforms are showcasing the personal care routines of diverse families, and child-centric product development and package design are following suit with increased representation.

Photo Credit: Dove Kids Care Curl

Sophisticated Formulations

The growth of the child and baby care market is being driven by premiumization. Euromonitor notes, “Baby and child-specific products in the U.S. is anticipated to see a positive value CAGR in constant value terms in the forecast period, driven by innovation, premium quality, sustainable practices, and more advanced formulations.” As parents seek trusted products that are both safe and effective for their children, dermo-cosmetics are gaining traction. According to GlobalData, “The market for baby and children's products with a healthier, and more scientific, nutritional profile is growing.” This trend is also evident outside of personal care. Brands like Lil’ Gourmets and Globowl offer sophisticated flavor profiles and ingredients – like curry and bibimbap - that mimic adult foods.

Photo Credit: Globowl

Teen-ification of Skin Care

Walk into any Sephora these days and you’ll find as many (or more) young teens as you will find adults. There is no doubt that younger generations are becoming increasingly interested in skin care products and routines. Euromonitor notes, “Children from Generation Alpha are increasingly eager to invest in products containing ingredients such as retinol, exfoliating acids, high-end moisturizers, sunscreens, toners, and serums specifically designed to reduce the signs of ageing…In their quest to mirror the fashionable teens they admire on social media, many of these children possess a surprisingly sophisticated understanding of skin care ingredients, often surpassing that of their parents.” Personal care brands can appeal to these young consumers by offering special formulations that address their skin care needs. However, it is essential not to target children with products that contain harsh chemicals, which can be unsafe or unnecessary for their young skin.

Photo Credit: Everdeen Clear Skin Teen

Baby Sun Care

Of all baby and child-specific personal care products, sun care showed the most dynamic value growth in 2024, according to Euromonitor. People are becoming increasingly aware of the harmful effects of UV rays and the risks associated with sun exposure, prompting the daily use of sun protection products. This awareness not only boosted demand for adult sun care but also had a positive impact on baby and child-specific sun care. Brands can appeal to concerned parents with sunscreen products that are safe for children’s sensitive skin and easy to apply to wiggly babies and active toddlers.

Photo Credit: Supergoop Sunny Screen

Textured hair care products, inclusive package design, dermo-cosmetics, gourmet foods, skincare solutions, and daily sun care are no longer just for adults. Children’s products are becoming increasingly similar to those for grown-ups. Brands should take note of the adultification of child and baby-specific products and develop solutions that address this shift while remaining safe, effective, and appropriate for children.

By: Moira Stein
Date: October 9, 2025