Apotek Hjärtat, which has about 390 pharmacies in Sweden, is to stop selling “advanced skincare” products (including the ingredients AHA acid, BHA acid, vitamin A, vitamin C, and enzyme peeling) to customers under 15 unless they have parental consent or a relevant skin condition.

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These measures are the result of a skincare boom among children in Sweden aged under 13, driven by social media.

Experts fear the craze could be having a detrimental physical impact on such young skin and are concerned about the psychological impact of children obsessing over ageing.