The Tween ‘Skindemic’ Harming Kids’ Skin: Here’s How You Can Help
Main image – Glow Hub
Remember when we were kids and skincare was just something grown ups did?
We didn’t have thousands of social media videos showing us the latest products and ingredients, and the birth of the term ‘skinfluencer’ was way off. A simpler time.
Don’t get me wrong, I love skincare as much as the next beauty addict. But spare a thought for today’s kids who, unlike us, are now growing up drowning in skincare advice on social media, far too advanced for their young skin. And, as anyone who’s spent more than 10 minutes on TikTok will know, a lot of the content is coming from other children.
Image – Glow Hub
Feeds belonging to kids as young as 8 are being flooded with relatable GRWM videos, skincare tutorials and all kinds of misleading do’s and don’ts from children their own age. Unsurprisingly, it has an effect; many of them are either stocking up on whatever product their favourite influencer recommends- whatever its risk to their skin- or even turning into a mini ‘skinfluencer’ themselves.
And so a ‘skindemic’ begins. A misinformation snowball effect.
According to a study into how many children are using harsh skincare ingredients, commissioned by Pai Skincare and The British Skin Foundation, 1 in 4 tweens are using retinols and AHAs and nearly 50% report irritation after use, leading to long-term sensitivity and barrier dysfunction.
“Many tweens mimic viral routines without understanding the science behind them, while others may be receiving advice from influencers who lack dermatological training,” explains Dr Zainab Laftah, consultant dermatologist and British Skin Foundation spokesperson.
“There’s also a pressure to “keep up” with trends, which overrides cautious behaviour like checking ingredients.”
@garzacrew GRW Genny! Genny with a G is Haven’s alter ego who is skincare OBSESSED! She hopes to be a Sephora employee when she grows up! *This video is satire. She does not actually use all the products shown!*
Any adult who has done their research will tell you that applying retinol, even on mature skin, requires vigilance. Because of its power, you can’t just one day decide to start applying retinol morning and evening, you have to build up your skin’s tolerance to it by introducing it into your routine gradually.
And any ingredient so heavily focused on anti-ageing certainly doesn’t need to be given a second thought by a teen, let alone a tween.
“It suggests many are trying to ‘fix’ skin that isn’t problematic,” Sarah Brown, Pai Skincare founder and campaign lead says.
“Influencer content and social media filters are shaping unrealistic expectations, even among children as young as nine. Skincare is increasingly being used as a tool for self-image management, rather than genuine health, which is concerning, especially when those routines include strong actives.”
Image – Pai Skincare
The same goes for AHA, or ‘alpha hydroxy acid’ – the word ‘acid’ being the first clue as to why children with delicate skin that doesn’t need fixing shouldn’t be using it.
So where did this trend come from? Founder of Glow Hub Beauty, Tiffany Salmon-Mills believes it originated in the US, where there are lots of child creators.
“I think it came from America and I think it came from probably lockdown and children being on tablets a lot and I think it came [down] to that accessibility,” she says. “For Tula [Salmon-Mills’s daughter] and her friends, they watch American influencers that go to Sephora, and it definitely trickled down from there.”
Then the snowball effect begins. “They were seeing the content and then the algorithm makes them see more and more of that,” she explains. “Then Sephora coming to the UK has probably made it all feel a lot more relevant.”
Glow Hub founder Tiffany Salmon-Mills. Image – Glow Hub
Whilst an influencer, particularly a child creator, on social media may enjoy posting about skincare and giving their opinion on it, in most cases, that’s where their authority ends. Just because you’re posting publicly about it, doesn’t make you a professional.
So, as parents, older siblings and role models, we have a responsibility to educate children on what is safe for their skin and what is not. But first we need to educate ourselves. Because the same study showed that 81% of parents know what’s in their children’s skincare, yet 1 in 4 tweens are still using strong ingredients. Why?
“There’s a big difference between recognising an ingredient on a label and understanding what it actually does to developing skin,” warns Brown. “Retinol is a familiar ingredient name to many parents, but few realise just how strong it is, or that it can be harmful for children’s skin.”
She continues, “Often, skincare experimentation is seen as harmless — just part of growing up. But with peers and online influencers playing such a strong role in driving product choices, even well-meaning parents can underestimate the risks.”
But according to Brown, we shouldn’t cut them off from skincare completely. “Empowering kids with clear, expert-backed information is far more effective than bans or restrictions and gives them the confidence to make smarter choices,” she explains. This is great advice and more of it should be given, especially since the same study found that 96% of tween parents would find specific skincare guidance for tweens helpful.
So what are the implications of using stronger chemicals on young skin, both in the long and short term? “Tween skin is still developing,” explains Dr Laftah. “It produces less natural oil than adult skin and lacks the full protective functions that develop later in puberty. This makes it more sensitive by nature.”
She continues, “Our microbiome study found that pre-teens have significantly lower levels of C. acnes, a key bacteria that supports skin resilience and barrier strength. Without it, their skin is less equipped to handle harsh ingredients like retinol or AHAs.”
And the results of using these ingredients on young skin can be serious. “In the short term, children could see redness, dryness, and irritation,” she warns. “Over time, repeated use can disrupt the skin barrier and microbiome — potentially increasing the risk of chronic sensitivity, barrier dysfunction, or even conditions like contact dermatitis.”
We spoke to one 9-year-old ‘skincare obsessed tween,’ Heidi, and her UK public sector manager mum, Melissa Freer.
Freer explains that Heidi started to apply dupes of the Glow Recipe’s Potion Glow Watermelon Elixir at the age of 8. “She was served the product via Instagram reels, TikTok and GRWM reels/videos,” Freer explains. “Immediately it gave her a rash on her cheeks, forehead and neck – she was itchy on these areas as well.”
Thankfully, Heidi’s skin healed after 48 hours, and she stopped using the products but it’s important to question whether a glowy elixir and some radiance drops are really a necessity for an 8-year old’s skin. Give me the natural, flawless glow I had aged 8 over a complicated skincare routine any day.
This case study also begs the question of why legislation hasn’t been introduced. After all, you wouldn’t let an 8-year-old smoke a cigarette or down a shot of vodka, so what makes applying powerful chemicals on their skin any better?
Image – Pai Skincare
“While regulation has a role, education is the first and most urgent priority,” explains Brown. “That’s why Pai collaborated with the British Skin Foundation and Consultant Dermatologist Dr Zainab Laftah to create the Stay Skin SHARP guide — giving families clear, expert-backed advice on what to avoid. We’d also welcome more age transparency in marketing and clearer labelling around strong actives. Regulation may follow, but change starts with awareness and action at home.”
Salmon-Mills also says that some of the problem for these kids lies in ‘excessive consumerism.’ She explains, “they won’t use a product and use it until it’s done. They’re like, ‘what’s the influencer telling me I need next?’ And I think a lot of these big American YouTubers made it really cool to go to Sephora and spend as much as possible.” Crucially she adds, “I just think it’s not just bad for your skin, it’s just a really awful thing to teach a child.”
Luckily though, Salmon-Mills believes the Sephora kids trend is on the decline. “I think it’s moving to less is more and it’s cool to have something inexpensive,” she says.
The takeaway
The mother in me wants to scream ‘let kids enjoy their childhood for a little bit longer before introducing them to skincare products.’ But I know that in a world of social media and so many outside influences beyond adults’ control, it’s not that simple. The Pai Skincare and The Good Skin Foundation’s study shows that as parents/big sisters/big brothers/friends we have already lost a large portion of control, but it is now time to take some of it back.
First, educate yourself on the dangers of children using such powerful ingredients on their skin. You can download Pai’s tween skin guide here.
Then, rather than restricting their enjoyment of skincare, educate them on the risks, tell them stories like Heidi’s so that they can make smarter choices and offer them healthier, more age-appropriate alternatives. There’s plenty of time for actives and anti-ageing ingredients. And now is not it.
Meet the experts
Dr Zainab Laftah is a consultant dermatologist and British Skin Foundation spokesperson
Sarah Brown is the founder of Pai Skincare
Tiffany Salmon-Mills is the founder of Glow Hub Beauty
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