Beauty consumers are getting younger by the minute – but what is the health impact?
In recent years, major American beauty brands have expanded into the UK.
The accessibility of these beauty brands, combined with the influence of TikTok and popular influencers, has led to younger children adopting complex skincare routines.
According to reports, there has been a 21% increase in girls aged 11 to 16 using anti-ageing moisturisers in just two years, alongside a staggering 150% rise in the use of teeth-whitening toothpaste among young girls.
Children using adult skincare and cosmetics face various risks due to differences in their skin sensitivity, physiology, and the potential for accidental ingestion or misuse.
Franchesca Villar, Beauty Editor at Cosmetify, provides expert insight into the rising demand for skincare among younger generations and highlights the risks that caregivers need to be aware of. As well as sharing her basic and safe skincare routine for young children and pre-teens.
Safe skincare for young children
A simple and gentle skincare routine for young children should focus on keeping their skin clean, hydrated, and protected – without the use of harsh products.
There is absolutely no need for retinols, serums, or anti-wrinkle creams. Any topical treatments should only be used under the advice of a doctor or dermatologist.
The following skincare routine is ideal for children up to 10–13 years of age.
When children enter their teenage years, when the likelihood of developing acne or other breakouts increases, they may incorporate additional products such as benzoyl peroxide or salicylic acid for occasional pimples and other puberty-related concerns – at the discretion of a doctor or parent.
Cleansing (Daily)
Allow your children to use a mild, fragrance-free cleanser to clean their faces; avoid any harsh soaps that strip natural oils.
Moisturising
Provide them with a fragrance-free, hypoallergenic moisturiser to apply after washing their face.
A light lotion for normal skin or a thicker cream for very dry areas can be used.
Sun Protection (Daily)
SPF should be applied daily, especially when going to school, knowing that they will be outside during lunch breaks. Apply a child-friendly, broad-spectrum SPF 30+ sunscreen before sun exposure.
You can also provide them hats, sunglasses, and protective clothing for extra sun protection.
Why has there been an increase in children using adult skin products?
Generation Alpha (born from 2010 onwards) are the first generation to grow up fully immersed in social media, with digital content readily accessible from a young age. This constant exposure has introduced them to social media influencers, makeup and skincare tutorials, and an early awareness of self-care, shaping their interests and habits from childhood.
Skincare content is largely unrestricted online, so users of all ages can be exposed to videos of influencers and even celebrities demonstrating lengthy routines in an effort to sell products.
In the UK, TikTok stands out as the most popular platform among children aged 4 to 18, with 50% actively using the short-form video-sharing app. Additionally, 31% of children in this age group are active on Instagram, highlighting the strong influence of social media on younger demographics.
‘TikTokers’ and ‘YouTubers’ also serve as their leading sources of inspiration. 61% have cited social media and content creators as the most influential drivers of creativity.
Although some skincare brands like CeraVe, Neutrogena, and Aveeno use gentle ingredients suitable for children, there are concerns around trending brands designed specifically for older skin. These often use stronger ingredients like retinol, vitamin C, and hydroxy acid – ingredients typically found in anti-ageing or brightening products – that could cause lasting damage if used incorrectly by younger skin.
This highlights how easily social media platforms can introduce skincare routines and products to younger audiences. Content creators often frame elaborate skincare routines as both a necessity and a form of self-expression, making them highly appealing to children and young teenagers, who are very impressionable.
The trend is also fuelled by influencers showcasing viral product reviews, aesthetic packaging, and an increasing interest in preventative skincare to reduce signs of ageing from an increasingly younger age.
Traditionally, the skincare industry markets products based on consumer concerns. For example, brands once targeted teenagers with products designed to treat acne and blemishes. However, with a growing focus on preventative skincare, particularly for early signs of ageing, brands are now shifting their messaging to emphasise the ability to reduce fine lines and wrinkles.
This shift may negatively influence younger generations to use products that are not safe for their age, grow up too fast, adopt unrealistic beauty standards, and spend excessive amounts on skincare products.
