August 20th 2024.
Remember when you were 10 years old? Your fashion inspiration came from the characters on the Disney Channel and your phone was mainly used for calling your mom. The extent of your daily skincare routine was some cheap glittery eyeshadow. But things are different for today's children, especially young girls who have been given the nickname Sephora Kids, or as Allure has dubbed them, Generation Beauty.
These children, some as young as six years old, can often be seen in groups at the beauty retail store, spending large amounts of their parents' money on products designed to fight signs of aging. And if you haven't seen them in the aisles with baskets full of Drunk Elephant bronzing drops and Sol De Janeiro Brazilian Bum Bum cream, you've probably spotted them online. According to data from Statista, the global baby and child skincare market is expected to reach $380 million by 2028, with an annual growth rate of about 7.71%.
Social media has played a significant role in the rise of children's interest in skincare. A 2022 report from Common Sense Media found that social media usage among teenagers and tweens increased by 17% from 2019 to 2021, with a particular rise among children ages eight to 12. Despite many platforms like TikTok requiring users to be at least 13 years old, these young children are exposed to a constant stream of advertisements for skincare products that they now desperately want to buy.
The popular "get ready with me" format, developed by teenage social media influencers in the 2010s, gives followers a glimpse into their everyday lives by showcasing their skincare and makeup routines. This format has now migrated to TikTok, and thousands of little girls can be seen filming themselves before school, applying expensive serums and creams to their pristine skin. David Connor, CEO of viral brand Kanzen Skincare, believes that the increasing exposure of young children to social media and popular influencers has contributed to their interest in skincare. He also notes that children are impressionable and tend to imitate the behavior of influencers they admire, even if it's not suitable for their age.
Dr. Leah Totton, a GP and founder of Dr. Leah Skin Clinics, agrees that social media has played a significant role in the rise of children's interest in skincare. She believes that platforms like TikTok, which she believes children should not have access to, have fueled this interest. For younger children, part of the allure of skincare comes from the colorful and eye-catching packaging of products featured in "get ready with me" videos.
The younger generation's fascination with skincare is evident in the wish lists of 11-year-old Britain and nine-year-old Baylaa, who recently visited Sephora with their mom, Nisha Noelle. Their list included products like Sol de Janeiro Bum Bum Body Obsession gift box, Drunk Elephant Protini Polypeptide Cream, Laneige lip mask, and Glow Recipe Fruit Babies, totaling nearly £300. And it's not just adult tastemakers who are influencing young children. Social media star Evelyn Unruh, who began posting about her favorite mascara at the age of 10, has gone viral for her takes on fashion, beauty, and everything in between while showcasing her multi-step skincare routine and high-end makeup.
David explains that TikTok's viral nature often includes beauty challenges and tutorials that are not only informative but also entertaining. This has contributed to the popularity of skincare products among young children on the platform. With the rise of social media and the increasing accessibility of these products, it's no surprise that young children are showing a keen interest in skincare. What are your thoughts on this trend? Share your opinions in the comments.
Do you remember when you were 10 years old? Your fashion inspiration came from characters on the Disney Channel, your phone was mainly used for calling your mom, and the only makeup you wore was some cheap, glittery eyeshadow. But nowadays, children, especially young girls, are known as the Sephora Kids or Generation Beauty, as Allure has dubbed them. Some of these kids are as young as six and can often be seen in groups, spending a significant amount of their parents' money at beauty retail stores, buying products that are typically marketed to fight signs of aging.
If you haven't seen them in the aisles with baskets full of Drunk Elephant bronzing drops and Sol De Janeiro Brazilian Bum Bum cream, you've probably come across them online. According to Statista, the baby and child skincare market is expected to grow at an annual rate of 7.71% and reach a global market volume of $380 million by 2028. At the same time, a report from Common Sense Media found that social media usage among tweens and teenagers has increased by 17% from 2019 to 2021. Interestingly, there has also been a rise in social media use among children aged eight to 12, despite platforms like TikTok requiring users to be at least 13 years old. This is where these young children are bombarded with advertisements for products they now desperately want to buy.
The popular "get ready with me" format, where influencers film their skincare and makeup routines to give their followers a glimpse into their daily lives, was first developed by teenage social media influencers in the 2010s. This format then migrated to TikTok after its creation in 2016 and has arguably influenced young children a little too well. Now, there are thousands of little girls who film themselves before school, applying expensive serums and creams to their flawless skin. David Connor, CEO of viral brand Kanzen Skincare, believes that the increasing exposure of young children to social media, especially platforms like TikTok, has significantly contributed to their interest in skincare. He also notes that children are impressionable, and when they see their favorite influencers using these products, it can create a desire to imitate that behavior, even if it's not suitable for their age.
Dr. Leah Totton, a GP and founder of Dr. Leah Skin Clinics, agrees with David's perspective. She believes that the rise in children using adult skincare is due to social media platforms like TikTok, an app that she believes children should not have access to in the first place. She also points out that for younger children, a significant part of their interest in skincare is the packaging of the products used in the "get ready with me" videos, which are often bright and colorful.
A prime example of this trend is seen in a viral TikTok where 38-year-old momfluencer Nisha Noelle takes her young daughters, Britain and Baylaa, to Sephora to show her what they want for Christmas. Their wish list includes expensive skincare products like Sol de Janeiro Bum Bum Body Obsession gift box, Drunk Elephant Protini Polypeptide Cream, a Laneige lip mask, Glow Recipe Fruit Babies, Summer Fridays Lip Butter Balm, and Gisou Honey Infused Hair Oil, amounting to close to £300 worth of skincare for an 11 and nine-year-old.
Interestingly, the influencers driving this trend are not always adults. Penelope Disick, the 11-year-old daughter of Kourtney Kardashian, regularly posts skincare-focused TikToks, while 13-year-old internet sensation Evelyn Unruh began posting videos about her favorite mascara at just 10 years old. Evelyn has gained fame for her brutally honest takes on fashion, beauty, and pretty much everything else, all while showcasing her multi-step skincare routine and applying high-end makeup.
David explains that these skincare products often become popular among young children on TikTok because the platform thrives on viral content, which includes entertaining beauty challenges and tutorials. It's no surprise that these young impressionable minds are drawn to these products, as they see their favorite influencers using them and are influenced by the fun and entertaining content on TikTok. What are your thoughts on this trend of young children's interest in skincare? Let us know in the comments.
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