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Skincare giant Kiehl's posted a new campaign in March including photos of children saying, \"childhood goes by fast! Don't let your kids waste it on a 10-step skincare routine.

The post also included a caption saying, \"Things kids shouldn't think about: taxes, mortgage rates and a 10-step skincare routine.\"

Also, Estee Lauder-owned brand, The Ordinary, echoed with a post reading, \"Teens, you don't need ten steps.\"

For many teen and tween creators, the skincare craze has been a creative outlet and source of fun. However, one mother, Abbie Chowansky, told \"Good Morning America\" that navigating what products are appropriate for her daughter can be overwhelming.

Experts have said that with Gen Alpha getting in on the self-care frenzy, companies need to carefully weigh risks in marketing to the younger customers. It's also been noted to keep in mind that any products that are marketed for anti-aging are most likely not appropriate for tween skin.

As always, check with a doctor or dermatologist if you have questions.

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