The world of skincare has a new generation of enthusiasts—children. Thanks to influencers and beauty tutorials, tweens are no longer just curious; they’re actively buying products. From Sephora to Ulta, young shoppers are filling their baskets with serums and moisturizers, striving for perfect skin. This trend has given rise to the “Sephora Kid” phenomenon.

Social media platforms like TikTok have fueled this movement. It’s now common for pre-teens to share their skincare routines, featuring brands made popular by influencers. Products, from trendy moisturizers to viral serums, have become status symbols, with skincare hauls and tutorials as common as makeup videos. Searches for “skincare for tweens” have surged by 196%, reflecting this growing obsession​. While this trend encourages early skincare habits, it also raises concerns about young skin being exposed to products designed for adults, potentially causing irritation or damage​.

Prejuvenation: Starting Young to Stay Young

The concept of “prejuvenation”—preventing skin aging before it starts—has been embraced by adults for years, but now, even children are jumping on board. Tweens are buying into the idea that they need to protect their youthful skin now to prevent wrinkles down the road. Social media filters that mimic aging skin have only amplified this fear, encouraging them to start anti-aging routines before they even hit their teens​. This trend goes beyond skincare; for many, it’s about social status. Shopping at Sephora has become a way for tweens to fit in, with certain products acting as status symbols. As a result, they’re spending excessive time and money on products they don’t need.

 

Is It Too Much Too Soon?

While there’s nothing wrong with learning good skincare habits early, experts are raising some red flags about this trend. Many tweens are using products formulated for adult skin—think retinol and harsh exfoliants—without understanding the potential risks. These products can be too strong for their young, sensitive skin, leading to issues like irritation, dryness, and even long-term skin barrier damage​.

Brands like Dove have taken action against this growing issue. In March 2024, Dove launched a campaign to address the pressures young girls face in adopting anti-aging skincare routines. Their campaign, highlighting the absurdity of 10-year-olds worrying about wrinkles, encourages parents to promote self-esteem and avoid exposing children to harmful beauty standards​

What’s really needed at this age is a simple, gentle routine. A good cleanser, moisturizer, and sunscreen are the essential basics that can help keep skin healthy without the need for a complex regimen. Skincare should be about protecting the skin, not following trends blindly.

 

Creating Healthy Habits Early

So, how can we navigate this skincare craze? The key is balance. Teaching children good skincare habits early is important, but it’s equally vital to ensure they’re using products that are right for their age. A basic routine that focuses on hydration and sun protection is all they really need for now. As the trend of prejuvenation continues to grow, it’s important to encourage responsible use and avoid jumping on every beauty trend that pops up online. By keeping things fun and simple, tweens can still enjoy skincare without overloading on unnecessary products.

 

Sources:

  • “Dove Launches Campaign Against 10-Year-Olds Using Retinol” by Kirsty Doolan. cosmeticsdesign-europe.com​
  • “Hey, Marketers? Have You Heard the Buzz About Sephora Kids?” by M. Elizabeth Blair  medium.com
  • “The Rise of Pre-Teen Prejuvenation” by Rose Gallagher elle.com
  • “The ‘Sephora Kid’ Trend Shows Tweens are Psyched About Skincare” by Parija Kavilanz cnn.com