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News Center · Policy & RegulationChildren's Makeup Sells Out Double 11 While "Little Gold Shield" Gaps Persist
Original headline (CN): 双11热销的儿童彩妆陷「小金盾」缺失风波
Children's colour cosmetics are selling like adult products this Double 11 while compliance lags behind. A Sichuan Daily consumer-quality investigation found the top item on Tmall's children's makeup set chart has moved more than 50,000 units, with seven-day sales matching the best-selling adult colour item. Association data puts first-half children's cosmetics GMV growth at 22.77%. The problem: some lip balms and nail polishes marketed for children carry no little-gold-shield (小金盾) mark, and some "makeup kits" are filed under toy standards. The regulatory floor rises at the start of 2028. Mandatory national standard GB 7916-2026, effective January 1 2028, cuts the total aerobic microbial limit for children's cosmetics from 500 to 100 CFU/g. Experts quoted advise parents to look for the shield mark, check the filing record and avoid normalising makeup as a daily habit for children. For brands riding the children's beauty boom the near-term risk is documentation rather than demand: a toy-standard kit sold as cosmetics is precisely the mismatch that draws enforcement. Detail --- 50,000+ units on Tmall +22.77% GMV, H1 2026 Missing little-gold-shield mark Kits filed as toys GB 7916-202
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