Utah-based influencer Demi Lucy May Engemann shared a TikTok video in September 2022 documenting a special mother-daughter salon outing with her five-year-old daughter, Maude. The spontaneous trip required Maude to miss a day of school and was prompted by the little girl’s request to bleach her hair in preparation for a pink dye. The video captured Maude excitedly receiving treats, helping mix the bleaching solution, and having her hair brushed. After hours of careful work, Maude beamed with joy at her new blonde hair, ready for the final pink transformation.

The video quickly went viral, accumulating over 2 million likes, but it also sparked a heated debate in the comments. Many users and dermatologists raised concerns about the health risks of bleaching a young child’s hair. Experts noted that hair under the age of 16 is often finer and more susceptible to damage, warning that chemicals like ammonia and hydrogen peroxide could lead to significant harm. Commenters shared personal experiences of hair damage from coloring too young, pleading with Demi to protect Maude’s natural hair.

Despite the criticism and “mum-shaming,” Demi defended her decision in a follow-up TikTok video. She explained that the choice was thoroughly discussed and agreed upon with her husband, emphasizing that she did not pressure Maude into the change. Demi also addressed claims that the bleach was for family photos, firmly stating that she would never make her daughter feel the need to alter herself to meet anyone else’s expectations.

Alongside the criticism, a wave of support emerged from followers who praised Demi for allowing Maude to express herself. Many shared fond memories of their own childhood hair experiments, highlighting the lasting joy and bonding these experiences created. Supporters celebrated the mother-daughter moment as a healthy opportunity for creativity and self-expression, emphasizing that the shared experience was what truly mattered.

Ultimately, Demi reminded viewers that parenting choices should reflect what feels right for each family. The incident underscored the intense public scrutiny faced by parents today but also highlighted the value of fostering independence and joy in children. For Demi and Maude, the salon outing was a memorable, empowering experience that strengthened their bond and allowed the little girl to celebrate her individuality.