Hey There ,Baby Face

The latest trend in skincare? To pilfer products from newborns. Sophie Qureshi crashes the crèche…

- Sophie Qureshi

SOFT, CLEAR, PORELESS skin is an ideal most of us never stop chasing, but the latest skincare trend is taking that pursuit to a whole new level. Not content with the myriad options out there to polish, prime and perfect our complexions, women are eschewing grown-up skincare and turning to formulations designed for teeny tots. Pinterest reports a 130% increase in searches for baby skincare in the past month and, according to baby beauty brands, women aren’t just buying these products for their little ones. ‘We hear from the team in Harrods’ baby department that lots of clients come to buy our skincare products for themselves,’ says Jonna Jalkanen, founder of organic baby brand Sophie La Girafe.

So what would make a grown woman use baby cream on her face when there’s such an array of adult options? Well, the very fact that grown-up skincare is now so damn complex could be part of the reason. In a world of essences, ampoules, serums, peels and LED sheet masks (yes, they’re a thing), a baby beauty routine feels refreshingly simple. If you never found time for the Korean 10-step routine (and seriously, who did?), this trend might be one you’ll want to get behind…

BABY LOVE

The idea that using baby products will give you the cherub-cheeked glow of a newborn might seem crazy, but there’s a good reason baby beauty is booming. Over half of us now describe ourselves as having sensitive skin and reactions to skincare products are at an all-time high. ‘Baby products tend to be formulated with fewer irritant ingredients,’ says Imelda Burke, founder of Content Beauty & Wellbeing. ‘Even if you use all-natural products, sensitive skins can react to essential oils, so people with very temperamental complexions are gravitating towards baby products.’