Tween beauty culture rises as experts warn of skincare risks

Tween beauty culture is on the rise, with experts warning that social media trends are pushing young users toward adult skincare products too early. The shift is raising both health and psychological concerns.

Dr Judey Pretorius says children as young as ten are buying and promoting skincare products online, often influenced by viral trends and unrealistic beauty standards.

This rise in tween beauty culture is raising concerns about skincare safety and long-term health.

What is driving tween beauty culture

In most cases, social media is the main driver. Platforms like TikTok and Instagram are filled with content showing young users shopping for skincare and sharing product “hauls”.

This exposure has increased awareness of beauty and ageing at a much younger age. Many tweens now feel pressure to use products to improve their appearance and prevent signs of ageing.

Authorities investigate beauty brands targeting children

Italy has taken the lead in addressing the issue. The Italian Competition Authority has launched an investigation into several brands and retailers.

The authority says companies may not have made it clear that certain products are not suitable for children. It also raised concerns about missing or misleading warnings.

The use of young influencers to promote adult skincare directly to children is also under scrutiny.

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Why experts are concerned about skincare use

Basic skincare is not the problem. A gentle cleanser, moisturiser and sun protection are safe for young skin.

The concern lies in children using products formulated for adults.

Anti-ageing products often contain strong active ingredients such as retinol, vitamin C and exfoliating acids. These are not suitable for young skin and may lead to:

• Irritation
• Allergic reactions
• Damage to the skin barrier
• Long-term skin issues

The psychological impact of beauty trends

Experts are also warning about “cosmeticorexia”, an unhealthy focus on achieving perfect skin.

This can lead to:

• Overuse of skincare products
• Obsessive routines
• Increased anxiety around appearance

Context: a growing global trend

The rise in beauty content online has made skincare more accessible and visible to younger audiences.

Influencer marketing and viral trends have normalised complex routines, even for children who do not need them.

Experts agree that when it comes to young skin, less is more. Age-appropriate routines and guidance are key to protecting both skin health and wellbeing.

What skincare is safe for tweens

A basic routine with a gentle cleanser, moisturiser and sunscreen is enough for young skin.

Experts stress that simple, age-appropriate skincare is the safest approach for young skin.

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