“Girls! I’m not going to say it again: Flush the toilet, wipe the toothpaste off the countertop, and close the cap on your vitamin C serum; it’s going to oxidize!” This might sound like a scene from a sitcom about frazzled parents, but for beauty editor-turned-mom of three, these are everyday occurrences in her own home.
Her daughters – ages 13, 10, and 6 – have transformed their bathroom into what she jokingly compares to a magazine beauty closet. It’s stocked with an array of products ranging from serums and facial creams to scrubs and pimple patches (think star-shaped stickers worn proudly in public). This isn’t just her family; the tween skincare trend is sweeping the nation, fueled by social media and savvy marketing.
Teen spending on cosmetics and skincare soared 33% and 19%, respectively, compared to last year according to Piper Sandler, an investment bank. Even younger kids – Generation Alpha (born after 2010) – are driving a surge in beauty product sales, particularly during the holiday season. A quick scroll through TikTok or Instagram showcases middle-schoolers proudly displaying their Sephora hauls featuring brands like Drunk Elephant and Tata Harper, and “get ready with me” videos that include 12-step routines complete with hydrating eye patches, ice rollers, and brightening serums – all at age 12! The trend hit fever pitch when actress Shay Mitchell launched a skincare line specifically targeted at three-year-olds. This move sparked controversy among many parents and dermatologists who question if things have gone too far.
So What’s Behind the Surge?
“Social media and influencer culture,” declares Karan Lal, DO, a board-certified pediatric and cosmetic dermatologist based in Scottsdale, Arizona. The pandemic propelled social media use for kids, creating an environment ripe for trends like this to take root. Dr. Lal notes that pre-pandemic, he rarely encountered kids using anything beyond basic soap on their faces. Now, it’s commonplace to hear them mention CeraVe moisturizer, niacinamide serums, and sunscreen – products many adults haven’t even incorporated into their routines yet.
While some see this trend as overwhelmingly positive, the rise of STEM education plays a role too. “Kids today are immersed in science and technology from a young age, constantly surrounded by digital information,” says Mark Curry, co-founder of , a skincare line favored by younger shoppers. This makes them more receptive to high-tech skincare solutions marketed with scientific backing.
Do Tweens Need High-End Skincare?
Despite the positive aspects, there’s a growing debate about whether elaborate (and expensive) routines are necessary for young skin. Drunk Elephant, known for its higher price point and ingredient focus, faced significant backlash on social media after being linked to the trend. While the brand clarified that some products might be suitable for younger complexions, many dermatologists weighed in, arguing they’re unnecessary and potentially irritating for delicate teenage skin.
“It’s entirely a status symbol,” says Boston-based dermatologist Ranella Hirsch, MD (and mother to a skincare-enthusiastic 11-year-old). Teenagers often gravitate towards trendy brands because their peers are using them, not necessarily because they understand the product’s efficacy.
Overdoing It: The Potential Downsides
The “more is more” mentality can be harmful. Dr. Hirsch sees an increase in sensitivity on teenage skin, a condition she calls “teenage rosacea,” likely stemming from over-drying their skin barrier through excessive products or harsh actives.
“The philosophy with this age group is often ‘let’s do more,’” she explains. They pile on too many active ingredients, over-exfoliate with scrubs or acids—all of which can exacerbate existing skin concerns rather than solve them. “If you’re 13 and just prepubescent, your oil production isn’t even at a high level yet,” she adds. “It’s a lot to throw at your skin.”
Jenn Falik, mother to a 13-year-old in Westport, Connecticut, recounts a similar experience. After watching social media influencers rave about a prestige skincare product for acne, her daughter applied it generously all over her face instead of spot treating as instructed. The result? Raw, red skin requiring a dermatologist’s intervention. This highlights the dangers of mimicking complex routines without understanding their nuances.
Dr. Lal echoes this concern, noticing more cases of seborrheic dermatitis – a yeast-related condition that can look like dry flakes and is often mistaken for dryness—among young people trying to combat what they perceive as dryness by slathering on facial oils. These seemingly simple products can actually fuel the condition’s inflammation.
A Dose of Reality: The Positives
While tweens don’t need fancy skincare routines, their interest in beauty presents an opportunity. Dr. Hirsch sees this trend as a chance to teach kids about sun protection through innovative sunscreens disguised as makeup or skincare products.
The increased awareness also creates moments for connection between parents and children. My own experience with my daughter Aubrey, who uses some vitamin C serum (even though I tell her she’s already glowing), is that these discussions open a dialogue.
“It’s not just about the product; it’s about teaching them how to take care of their skin properly,” says Dr. Lal. “That’s what matters.”
In the end, while this trend has its downsides, focusing on realistic skincare practices tailored for young skin is key. A basic cleanser, moisturizer with sunscreen, and maybe a gentle exfoliator once a week might be all that’s needed for most tweens. Let’s guide them towards healthy habits rather than fueling unnecessary product dependency.
