The Tik-Tok Effect
Image Credit: @alexbemore
Unravelling Tween Beauty Madness and Its Toll on the younger generation
How TikTok's '10-Year-Olds at Sephora' Trend Exposes the Dangers of Tween Beauty Culture
Chances are, if you’ve been scrolling on TikTok, you’ve most likely come across young girls, explaining their excessive 15-step skincare routine. The app now has a new trend where at the forefront are discussions of the massive and surprising surge of 10-year-old girls who are purchasing beauty products that target older audiences, with brands like Drunk Elephant from Sephora. This year tween and teen shoppers have spent 19% more on skincare compared to last year, according to a Piper Sandler report released this month. They’re doing hauls at Sephora and creating complex and pricey “get ready with me videos” of skincare routines, chasing the glowy look that’s been glorified online.
What influence does the app have?
TikTok stands out as a platform that not only entertains but also shapes trends and influences behaviours, particularly among young audiences. The app’s allure lies in the ability to popularise content creation and distribution, allowing users of all ages to share their creativity and influence others. However, this freedom comes with risks, especially when it comes to impressionable young girls. As tweens scroll through their TikTok feeds, they encounter an excessive amount of beauty content glorifying flawless skin, elaborate makeup routines, and the pursuit of perfection.
What about the control parents have?
Many kids are putting these skincare products on their wish lists for birthdays and holidays, leaving parents amused but also worried. According to NPR, last Christmas, skincare products took top priority on many of the wish lists of young tweens. Parents are left wondering if their children's newfound obsession with skincare, is just a passing phase or indicative of deeper insecurities fueled by social media. Sarah Johnson is a 35-year-old mother of two girls, 5 and 11. Sarah’s eldest, Issy, has already delved into the skincare craze and she shared her perspective on navigating the influence of social media on parenting decisions. "As parents, we need to strike a balance between allowing our children to explore their interests and protecting them from harmful influences," Sarah advised.
She emphasised the importance of open communication and setting boundaries when it comes to children's exposure to beauty trends on social media."Communication is key. We must engage with our children, listen to their concerns, and provide guidance without getting in the way of their curiosity." Sarah mentions that she tries to treat her daughter to some of the things she’s seen and loves on social media, but harsh skincare containing acids is a no-no for her. “It’s hard when your child comes to you and asks to get something her friends have or that is widely popular online. I’ve always bought her stuff which seems age-appropriate for her, but I also keep in mind that the definition of what’s age-appropriate for pre-teens has changed,” she says. “Issy’s asked me to buy some products which I realised contained harsh acids from that popular brand ‘Drunk Elephant’ that all the kids seem to love, however the second I saw the ingredients it was a hard no from me. She does have other stuff though like those Bum Bum creams that seem to be everywhere.”
What is this particularly harmful?
It’s important to also recognize the misuse of these harsh ingredients can cause more harm than good, particularly on children’s young and developing skin. Dr Mia Steyn, a specialist dermatologist at Eudelo Skin Clinic in London also expresses concerns over these growing skincare trends. "Children's skin is delicate and still developing," Dr. Steyn explains. "Using harsh or unsuitable products can lead to irritation, allergies, and long-term damage." Dr. Mia Steyn also specialises in eczema, psoriasis and acne, while also working on paediatric dermatology which is a fascination of hers. She recognizes that these harsh skincare products such as retinol or ingredients such as preservatives and high alcohol can have an irreversible effect on the skin of young girls. “These ingredients can do serious harm to their skin, as all of them are designed for a harsh approach to the skin, to treat serious skin concerns such as cystic acne, fine lines and ageing,” she says. “If these trends continue to be popular and the use of these products continues to be by children, we’re going to see a massive rise in serious skin conditions like eczema or psoriasis.”
On the other side of it, there’s also an undeniable reality that some children may not behave appropriately while in stores. Stores like Sephora have reported instances of excessive use or damage to makeup samples, which has come from young girls going into the store. There have also been reports of adults encountering impolite behaviour from tweens. This reinforces the unusual and unsettling sight of a 10-year-old browsing for the same makeup products as a 25-year-old woman, including concealer shades and exfoliating cleansers.
The reality in stores
Dyana Reid, 23, worked at Boots as a sales assistant for two years before switching to be one at Sephora, where she’s worked for the past year and a half. “I’ve had girls as young as 9 come upto me and ask where the hyaluronic acid from Drunk Elephant is,” she says. “I mean it’s shocking really that someone that young would ask for a product like that. I try to divert them away from it, suggesting a couple more child-friendly options, but they're often not interested.” It’s not just the kids' demands that seem to be the problem however, oftentimes it's their parents that insistently demand their kids buy the product they want in store.“Some parents have been borderline rude and insisted their child gets whatever they asked for, ” Dyana explains. “One even said as long as they’re paying, I shouldn’t be making any suggestions and just get their child what they asked for. Honestly, that’s not even half of it. When groups of these young girls come in, the makeup samples get destroyed and the product is everywhere. I’ve had to scrape off moisturising cream multiple times.”
As trends continue to surface and get more popular, certain brands and products become even more popular. “This year I’ve seen a massive rise in numbers of these girls who come in,” Dyana says. “ It definitely wasn’t this big 2 years ago. They often show a “GRWM” video of Alix Earle and demand the bronzing drops from ‘Drunk Elephant’. That’s the most popular brand with them.”
There’s an imperative need to address these trends responsibly. Gen Alpha needs to be educated on the proper skincare routines with age-appropriate products which would prevent irreversible damage to their skin in the future. As a society, we need to navigate this issue with awareness and help create a more safe and informative environment on social media, so the younger generation can embrace beauty in ways that promote their well-being rather than putting it at risk.