The luxury fashion house Dior is best-known for its $100,000 ballgowns and iconic branded handbags.
But now, the designer brand is stepping into a bizarre new space: cosmetics for babies.
The company announced the new venture earlier this week, which was met with fierce criticism online.
The new products – which include a $230 perfumed water and a $95 cleanser – were said to be aimed at people, ‘with more dollars than sense’, and ‘exploiting gullible, vain, chasing label status idiots’.
Among the comments on Twitter and popular forum Reddit were accusations that the items may not only be unnecessary, but harmful.
The company has launched ‘scented water and skincare for little ones,’ offering products for ‘sensitive skin’ ranging from $95 for cleaning water to $230 for scented water baby perfume
‘I thought it was common sense that you’re not supposed to use scented products on infants?,’ wrote one Reddit user.
Now, skin health experts have flagged concerns to DailyMail.com, warning that using the bougie lotions could increase the risk of skin problems.
Although no issues have been reported yet, fragrances, preservatives and foaming agents all present possible harms to an infant’s skin, according to the three dermatologists who spoke to this website.
There are four products in the range: a perfumed water, $230, said to make young children smell ‘tender and fruity.’
There’s a hydrating milk, $115, that ‘soothes dry patches, calms feelings of discomfort and visibly reduces redness’, a cleansing foam, $95, that ‘protects skin and fine hair from external stressors’ and a ‘refreshing and soothing’ no-rinse water cleanser, $95.
The design house, which is known for its Baby Dior clothing collection where hooded teddy bear coats cost $1,000 and little onesies go for $520, is now stepping into the children’s skincare realm
The baby care line, including the signature scent, boasts the fashion house’s signature toile on the bottles
According to the company, all four products have been subjected to rigorous testing and in-depth analysis under dermatologists’ supervision.
But experts say said products may not be totally harmless for every child.
Firstly, all four products contain fragrance – the nature of which isn’t specified on the label.
Cosmetologist Ghanima Abdullah, from Chicago, Illinois, told DailyMail.com: ‘Fragrance basically could be anything – there’s no information about exactly what the scent is made from on the bottle.’
Dior claims up to 99 percent of the ingredients, including fragrances, are of natural origin.
Natural fragrances use aromatic raw materials from nature, which include tree, raw fruits, animal extracts, herbs, leaves and seeds.
But dermatologists say even fragrances derived from natural extracts can play havoc on children’s skin if they are particularly sensitive.
Skin health experts have warned that using the boujie lotions could increase the risk of developing red, sore rashes on little ones’ skin
Dr Viktoryia Kazlouskaya, a double board-certified dermatologist from New York City and owner of Dermatology Circle clinic, told DailyMail.com: ‘It’s crucial to note that even natural extracts can trigger adverse reactions in sensitive children.’
Dr Michele Green, a board-certified cosmetic dermatologist from New York City, said fragrances are not ‘inherently bad’, but are a common source of itchy rash for babies with skin irritation issues such as eczema.’
It’s estimated that around 9million US children suffer eczema, and a fifth develop contact dermatitis as a result of cosmetics.
Dermatitis is an itchy red rash brought on by direct contact with a substance or an allergic reaction to it.
The US Food and Drug Administration (FDA) states that fragrances are one of the most common allergens in cosmetic products.
It said on its website: ‘In addition to allergic contact dermatitis, fragrance ingredients may also affect the respiratory system because they are essentially vapor and can be inhaled. This is especially true in patients with asthma, allergic rhinitis, and viral respiratory infections.
‘For people with sensitivities to certain fragrances, inhaling them may result in shortness of breath, the sensation of being suffocated, coughing, phlegm, a runny or stuffy nose, headache, chest tightness, and wheezing.’
Kazlouskaya added: ‘Scented water raises questions [of necessity], given that babies generally have a delightful natural scent.’
‘It is basically like a perfume for babies, which is completely not necessary. I think every dermatologist in the world will be very against that.’
Other ingredients have also caused concern for skin specialists.
Ms Abdullah highlighted pentylene glycol, listed in all four of the products, which is a skin softener and preservative.
Although it is not toxic, according to the Environmental Working Group, is associated with irritant and allergic contact dermatitis in quantities as low as two percent.
And in the cleansing foam, Dr Kazlouskaya said that coco-betaine, which is frequently used in baby foaming products, is ‘known to be a rare cause of contact dermatitis and eye irritation.’
Dr Green said that some of the ingredients in the product may be beneficial.
‘Glycerin, found in all four of the new Dior baby products, is a powerful humectant that traps moisture onto the skin for long-lasting hydration,’ she said.
‘Malva sylvestris extract, extracted from the blue mallow flower, contains antioxidant and anti-inflammatory properties to soothe and protect irritated skin.’
Mallow extract can be found in the hydrating milk, cleansing foam and cleansing water.
However, all experts agree that there is no need to pay eye-watering prices for your baby’s skincare.
Dr Kazlouskaya said: ‘Dior does not offer anything unique.
‘Pharmacies are full of great products for babies and kids that cost $10-20 maximum.
‘Brands like Eucerin, Aveeno, Cerave, Vanicream are working closely with dermatologists and have numerous products for babies and kids.
‘Babies just needs a gentle shampoo, cleanser and moisturizer.’
Ms Abdullah said if parents are looking for a scented water for their baby, they should try using plain orange blossom water.
She said: ‘You can find it in most international stores as it’s used to make sweets. It’s a plain water made from distilling flowers and there are no added chemicals like the other waters I’ve seen, such as Dior’s.’
As for a moisturizer, Ms Abdullah said she uses Shea Moisture’s Raw Shea Chamomile & Argan Oil Baby Lotion on her son, which is priced at $10.
DailyMail.com has approached Dior for comment.
