Dermatologists are alarmed that 'Sephora kids' - an offshore trend of very young children using adult skincare products - appears to be happening here too.

The trend involved children on social media using skincare products with potentially harmful active ingredients for young skin, such as exfoliating acids and retinol.

Beauty retailer Mecca told RNZ it has noticed increasing numbers of younger and younger children coming into its stores to try products.

"Some [are] convinced they need an advanced, active-packed skincare routine before they've left primary school."

Dermatologist Dr Louise Reiche says it was a big issue overseas.

Dr Reiche says that she had seen a rise in Aotearoa of children concerned about their skin.

"There is definitely a notable increase in younger people, and progressively more and more younger, who are anxious about their look," she says.

"It seems to have a relationship with social media exposure."

The trend comes from 'Get Ready With Me' videos on TikTok, Instagram and YouTube.

Skincare brands used by influencers Katie Fang, Hyram, Mikayla Nogueira and Alix Earle such as Drunk Elephant, Glow Recipe, Bubble and The Ordinary are the most popular for Gen Alpha.

But Reiche says it could be dangerous for children to use adult skincare products.

She says the ingredients in these products could harm their skin's natural barrier and lead to irreversible skin problems.

"These chemicals can irritate skin, and lead to an increased risk in infection and significant allergies," she says.

She says that most children do not need any skincare products at all.

Child psychologist Dr Emma Woodward says the trend was priming children with insecurities.

"Children are really susceptible to messaging," she says.

"Companies, with profit in mind, know that younger children are more vulnerable, so they see them as a really good target market."

Mecca says while there were no restrictions on who can purchase products at its stores, age was "just one of many factors that we need to consider when it comes to our skin".

"Mecca's focus is on spending time with our customers to understand their skin concerns and then helping them find the best products for them based on their needs."

- RNZ / Pretoria Gordon