Is Everleigh LaBrant’s skincare line safe for 12-year-olds? Influencer speaks out in her defense

Everleigh LaBrant, a 12-year-old influencer, launched the bev.skin skincare brand on December 9, explicitly targeting preteens and teens and excluding harmful anti-ageing ingredients.

It took almost two years for LaBrant to develop her skincare line. She shared the launch on her Instagram account. Thanking everyone who supported her on this journey, she wrote in the caption:

“When I was 10/11 years old I’d go to Sephora with my mom and would beg to get the same skin care products she used. The problem was these skin care products were made for adults with tons of anti aging ingredients, which my mom didn’t want me putting on my young skin.”

Everleigh LaBrant added in her post that Bev. Skin is “a skincare that’s as clean as they come.” It does not contain anti-ageing products and could be used by both moms and daughters. The brand offers cleanser, moisturizer, serum and toner.

Continue to read for more information.

How did Everleigh LaBrant found her newly launched skincare brand?

Everleigh LaBrant founded her skincare brand, Bev, after nearly two years of development.

According to Bev’s official website, the idea stemmed from her experiences at ages 10-11, when she was drawn to the products her mom used. She explained how she loved visiting the beauty stores with her and begged for the same products, as they felt amazing. However, her mom didn’t allow her to use those products on her young skin.

Eventually, Everleigh Brant decided to work on her own skincare brand. She met “real chemists” and “skincare experts” with whom she tested formulas, textures and scents until she found the perfect combination. She stated on her website:

“I didn’t want anything harsh, irritating, or “anti-aging.” I wanted something that made my skin feel calm, soft, and healthy — not overwhelmed.”

Everleigh Brant’s skincare promises “clean ingredients” for all ages, “real results” without harsh products and cute packaging. However, critics argued that children, including preteens, do not require skincare products as they risk damaging their skin with serums and toners.

“Why does a 10-year-old need a skincare routine? She should be taught she's naturally beautiful without products.” A Reddit user said

“She’s been crafting it for 2 years. What a dos a 10’year old know about crafting skin care???” Another user commented.

After building her online presence on TikTok, YouTube, and Instagram, Everleigh has ventured into entrepreneurship with the launch of her skincare brand at a young age. Reportedly, she gained influence as a toddler and became one of the top child influencers by the age of two. She has more than 4 million followers on her Instagram.

Everleigh LaBrant's stepfather, Cole Brant, adopted her a year ago, according to a recent Instagram post. She wrote in the caption:

“He is the most loyal, outgoing, and devoted dad I know. He never fails to make me laugh, he always puts a smile on my face, and he most of all is an incredible dad. He’s taught me so much about how to become the godly girl I am today and I would never be there without him. He’s the dad every girl needs in her life. I love you beyond what my words can explain and I hope each year we can make more lifelong memories together. And with me being called Everleigh LaBrant now, I can’t wait to see what God has in store for us.”

Everleigh Brant is the daughter of Savannah and stepdaughter of Cole LaBrant. Savannah gave birth to Everleigh in 2012 from a previous relationship with Tommy Smith. He reportedly passed away in 2022. Eventually, the 32-year-old YouTuber married Cole, and they welcomed five children – daughters Posie and Sunday and sons Zealand and Beckham.

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