The Skincare Trap: How a Glow-Up Culture is Reshaping Childhood
There’s a video that’s been stuck in my mind lately. It’s of a 10-year-old girl, Ellie-May, cheerfully walking viewers through her multi-step skincare routine on TikTok. Toner, serum, moisturizer, highlighter—she’s got it all. What’s striking isn’t just her confidence, but the sheer normalcy of it. Kids as young as three are now starring in ‘get ready with me’ videos, and it’s not just playtime. This is a multi-billion-pound industry, and these kids are its foot soldiers. Personally, I think this trend is far more than a harmless phase. It’s a window into how childhood itself is being redefined in the age of social media.
The Rise of Cosmeticorexia: When Skincare Becomes a Compulsion
Dermatologists have coined a term for this phenomenon: cosmeticorexia. It’s not just about loving skincare; it’s an obsession with achieving ‘flawless’ skin from an alarmingly young age. What makes this particularly fascinating is how it mirrors adult beauty standards. Kids are using products with anti-aging ingredients, chasing a Korean ‘glass skin’ look that, ironically, they already possess. Dr. Jean Ayer, a dermatologist, points out the absurdity: ‘Their skin barrier is perfectly preserved—that’s youth, that’s the beauty of skin.’ Yet, they’re slathering on products designed for wrinkles, sometimes causing severe reactions like eczema or ‘retinol burn.’
In my opinion, this isn’t just about skincare. It’s about a culture that’s teaching kids their natural state is inadequate. One thing that immediately stands out is how this obsession is fueled by social media. Ellie-May, now 13, has over 330,000 followers and earns £50,000 a year from her content. Her mom, Sophie, insists she vets every product, but the line between influencer and child blurs dangerously. What many people don’t realize is that brands like Drunk Elephant, while denying they target kids, benefit from this trend through ‘covert marketing strategies,’ as Italian regulators are now investigating.
The Psychological Toll: When Likes Define Self-Worth
Here’s where it gets darker. Psychologist Alberto Stefana warns that kids obsessed with skincare are tying their self-esteem to likes and comments. ‘They struggle to accept their true image,’ he says. This isn’t just about vanity; it’s about identity formation in a digital world. If you take a step back and think about it, these kids are growing up in a reality where their worth is measured in followers and flawless selfies. No wonder anxiety and shame are creeping in. Stefana’s research links this to body dysmorphic disorder (BDD), with kids as young as seven feeling too embarrassed to go to school.
What this really suggests is that we’re not just selling products—we’re selling an unattainable ideal. Filters, AI-enhanced images, and curated feeds create a warped sense of beauty. As sociologist Jessica Ringrose puts it, ‘Children think this represents the ‘good life,’ and if they can’t achieve it, they feel like failures.’ This raises a deeper question: Are we raising a generation that sees their natural selves as a project to fix?
Who’s to Blame? Everyone—and No One
It’s easy to point fingers. Social media platforms like TikTok claim they’re protecting teens, but their safeguards feel like bandaids on a bullet wound. Skincare brands insist they’re not targeting kids, yet their products end up in the hands of 8-year-olds. Parents, too, are caught in a bind. Sophie, Ellie-May’s mom, says she’s careful, but how do you say no when your kid’s entire social circle is doing it? The Cosmetics Toiletry and Perfumery Association (CTPA) has released a guide for parents, but is it enough when 40% of parents admit they know less about skincare than their kids?
From my perspective, this is a systemic issue. It’s capitalism, patriarchy, and digital culture colliding. Kids are both consumers and commodities, selling products while being sold an impossible dream. A detail that I find especially interesting is how this trend reflects broader societal pressures. Women in their 30s and 40s have long been told to fight aging; now, girls are getting the same message before they hit puberty.
The Future: A Generation in the Making—or Breaking?
What’s next? Will these kids grow up with healthier skin, or deeper insecurities? Will they rebel against the beauty standards they’ve internalized, or become lifelong customers? Personally, I think the answer lies in how we respond now. Regulators are starting to act—Italy’s investigation into LVMH is a step, though the UK’s Advertising Standards Agency is still ‘monitoring.’ But regulation alone won’t fix this. We need a cultural shift, one that redefines beauty as something you are, not something you apply.
In the end, this isn’t just about skincare. It’s about what we’re teaching kids about their worth. Are we raising a generation that sees beauty as a birthright, or a product to buy? The answer might just determine their future—and ours.
