Skincare Obsession: How Young Girls Are Hooked on the Glow-Up Game

In recent years, more and more young girls have become interested in skincare and makeup, often sharing their routines on social media platforms like TikTok. One example is Ellie-May, who began posting videos about her skincare routine when she was just eight years old. Now, at 13, she has over 330,000 followers on TikTok and her family earns more than £50,000 a year from their social media content. Ellie-May’s videos show her using a variety of products, from toners and serums to makeup and hair styling tools, as she gets ready for her day. Her mother, Sophie, says that being content creators has completely changed their lives, and that many other children are interested in Ellie-May’s routines.

This trend is not limited to Ellie-May. A quick search for 'children and skincare' on social media reveals hundreds of videos featuring young girls, some as young as three or four, excitedly talking about their favorite skincare products and makeup. Many of these girls use several products in a single routine, including items meant for adults, such as anti-aging creams. Some even act as 'brand ambassadors' for popular brands, showing off products and encouraging others to try them. The skincare industry for young people is growing quickly, and it is now worth billions of pounds.

However, this trend has raised concerns among doctors, parents, and regulators. Dermatologists warn that children’s skin is already healthy and does not need complicated routines or strong ingredients. Products like retinol, which are designed for adults, can actually harm young skin, causing redness, rashes, or even long-term sensitivity. Some children have developed allergies or skin problems from using too many products. A study found that the average cost of these routines is around £125, and many children need to buy new products every few months.

Experts have started using the term 'cosmeticorexia' to describe an unhealthy obsession with having perfect skin. Some children spend hours watching skincare videos and feel they must always look flawless. This pressure can lead to anxiety, embarrassment, and even a fear of going to school. Social media makes this worse, as children compare themselves to others and worry about getting enough likes or positive comments.

Regulators in Italy and the UK are investigating whether some beauty brands are marketing their products to children in ways that are not clear or fair. Some companies say they do not target young people, but their products are still popular with children. The UK’s skincare industry group has created guides to help parents and children choose safe and age-appropriate products.

Ellie-May’s mother says she is careful about what her daughter uses and avoids products with strong chemicals. She also protects her daughter’s privacy online. Ellie-May enjoys making videos and meeting other young content creators, and she and her mother are planning to launch their own vegan skincare brand for young people.

Psychologists worry that children who become too focused on their appearance may struggle with self-esteem as they grow older. Social media can create unrealistic expectations, especially when people use filters or edit their photos. Experts say it is important for children to learn that beauty is not just about perfect skin, and that parents, brands, and social media companies all have a role in helping young people feel confident and healthy.