The Rise of Skincare among Generation Alpha: A Cause for Concern
Several weeks ago, while waiting in line at a local drugstore with a shampoo in hand, I overheard two girls—barely 12 years old—debating whether to buy hyaluronic acid or retinol, both products from The Ordinary. Shortly after, at a supermarket, I witnessed another trio of girls discussing face masks and contemplating if they should grab a vitamin C serum. One quickly suggested, “Let’s get it for my mom; she won’t notice.” Stunned by this scene, I couldn’t help but question whether such scenarios are becoming increasingly commonplace or if they signal a troubling trend.
Increasing Instances. A quick scroll through social media confirms that Generation Alpha—those born after 2010—is obsessed with skincare and makeup, largely thanks to platforms like TikTok. However, behind the trend of product hauls and elaborate ten-step routines lie real risks: allergies, dermatitis, body image disorders, and even exposure to endocrine disruptors.
The Problem. A recent study published in Pediatrics analyzed 100 TikTok videos where girls aged 7 to 18 showcased their facial care routines. On average, these girls used six products daily, with some going as far as using twelve, incorporating exfoliating acids and peptides. The results are evident: skin irritations and cosmetic acne are on the rise. Dr. Molly Hales, the study’s director, further explained to The Guardian that “76% of the products contain allergens like fragrances.” Alarmingly, only 26% of these routines included sunscreen, stirring concerns about skin health.
The Virality of Perfect Skin. “We’ve entered an era where youth is being sold in jars of aesthetic products,” Ellen Atlanta, author of *Pixel Flesh: How Toxic Beauty Harms Women*, denounced in an article for *The Independent*. What began as occasional mask use has turned into a crisis: girls as young as 10 are using retinoids—typically meant for mature skin—while TikTok influencers promise “glass skin.” According to Save The Children, 90% of adolescents connect to the internet multiple times a day, exposing them to these harmful ideals.
What Skin Says. Dermatologist Emma Wedgeworth warned that using inappropriate products can deteriorate the skin barrier, increasing the risk of eczema and allergic dermatitis. However, more and more girls aged 8 to 15 are suffering from what experts call cosmeticorexia —a compulsive need to use unnecessary, sometimes harmful cosmetic products, as detailed by *El Español*.
A Niche Market. Brands, social networks, and often unwittingly, parents are pushing Generation Alpha towards this new consumerism, as they are easily influenced and constantly connected. Notably, stores like Sephora have transformed skincare into a children’s birthday party activity.
Clear Recommendations. Both dermatologists and psychologists agree on a vital course of action: limit unsupervised access to social media, provide real self-esteem role models, and maintain a simple skincare routine focused on cleansing, moisturizing, and sun protection. “Girls as young as 10 believing they aren’t valuable without makeup is a major red flag,” stated psychologist Jennifer Cano in *El Español*.
Beyond Aesthetics. Instead of playing in parks or enjoying toys, there’s a noticeable shift towards fashion trends propagated by social media. These interests are not merely a phase but are integrated from early ages, shaping relationships with body image and self-perception for years to come.
Ultimately, as the allure of perfect skin continues to capture the imagination of the younger generation, it’s crucial to instill a healthy relationship with beauty and self-care. The emerging trend among young children participating in skincare routines raises questions about their psychological well-being and physical health. It is imperative for parents, guardians, and society as a whole to navigate this minefield carefully and encourage balanced habits focusing on genuine self-worth.