Is high-end skincare at the top of your tween's wishlist? If so, you aren't alone.

Recently, media headlines reported that 'Sephora Kids'¹ are deeply invested in skincare and buying high-end products from stores like Sephora. Also, households with tweens (age 8-12) spent nearly $2.4² billion on cleanser, toner, and treatments last year, 27%² more than the year before.

How did this surge start, and should parents be concerned?

We explain the trend's origins and possible effects on tweens' mental wellbeing. Discover how to have a supportive conversation with your child and empower her with a basic skincare routine to help her enjoy her childhood without any worries.

The rise in tweens' skincare sales can be attributed to the beauty industry’s¹ explosive growth and social media influencers¹. The industry is increasingly creating products and marketing campaigns for a younger demographic.

Young influencers like North West, Penelope Disick, and Koti Garza have posted ‘Get Ready with Me' videos on TikTok that have racked up millions of views.

The videos feature tweens showing their morning routines by what they put on their skin daily. They use Drunk Elephant products, primarily suitable for older, more mature skin.

'Get Ready with Me' videos (GRWM) aren't new. In more extended form, they were popular³ on YouTube in the 2000s and could be about getting ready for anything, from morning routines to nights out.

These videos are snappy on TikTok, leaving influencers little time to explain the science behind the products. So why do kids like them?

"For creators, this is a vehicle for storytelling," explains³ Earnest Pettie⁴  - trends insight lead at YouTube. "It becomes an excuse to share something about your life."

Content creators use charm to capture the viewer's attention. Seeing a person without makeup fosters intimacy, like watching a friend on Facetime.

Tweens in that developmental stage⁵, who'll develop an awareness of others and want to fit in with their peers, can be susceptible to persuasive videos when seeking social connection.

But are these videos harmless fun, or should we be concerned?

Considering the powerful algorithms pushing 'influencers' showcasing (retinol-containing) products meant for older skin in tweens' social media feeds, it may not come as a surprise that research commissioned by Dove shows one in two⁶ young girls (aged 10-17) are feeling anxious about what they'll look like as they age while one in three⁶ expect to have either cosmetic work or plastic surgery as they grow older.

Following its concerning research results, Dove is on a mission to protect young girls' fragile self-esteem from premature appearance anxiety. To this end, it has created a TikTok ‘#TheFaceof10’ campaign⁶ with advice for caregivers on having a helpful and age-appropriate skincare talk with tweens.

Firdaus El Honsali⁷, Global Vice President at Dove, says⁶: "At Dove, we believe beauty should be a source of happiness, not anxiety. For two decades, we have taken action to build confidence and self-esteem for millions of girls. Today, our girls are anti-ageing before they've even started to grow up and need us more than ever."

Child Psychotherapist Colman Noctor⁸ explains⁹ that kids' interest in skincare is 'concerning.' With a relatively carefree childhood imperative for healthy emotional development, he argues⁹, we may contaminate childhood if kids are exposed to persuasive content drawing attention to how they look while promoting steps to 'correct' their appearance.

It follows that if children are prematurely conscious of their appearance, they may be at risk of developing a poor relationship with themselves, resulting in long-term negative consequences for their mental wellbeing.

So, can you protect your child's self-esteem and skin while allowing her a basic skincare routine? Yes, here’s how.

Try to be supportive, kind, and understanding. Life can be a pressure cooker for preteens, and fitting in is everything, leading them to compare⁵ themselves to friends. Even if your
daughter is confident, she can become insecure and oversensitive at this age.

Dove recommends¹⁰ parents do the following:
• Too much can be harmful. Explain why it's best to avoid anti-aging products on young skin; it's more sensitive and can react strongly to retinol, causing redness, irritation, dryness, and peeling.
• Help your child avoid the social media comparison trap. When she's scrolling, remind her she's viewing content about adult skincare, not basic skincare for kids.
• Tell her why we need skin; by focusing on functionality, we help build body confidence.

Additionally:
• Explain how to have good hygiene (showering, washing, etc.)
• Emphasize her internal qualities and remind her of her courage, independence of spirit, sporting prowess, and creativity. (If you need inspiration, Hopscotchgirls’ I am Confident, Brave & Beautiful Project Book will help capture your daughter’s best moments.)
• Help her find positive social media role models—young sports stars, writers, scientists, or artists.
• Encourage critical thinking by explaining how influencers sell products and highlighting how technology is used for trickery. For instance, 'glass skin'¹¹ (porcelain skin without blemishes) can't be reproduced without filters and makeup.