1 in 4 under-8s now have a skincare routine—10% even use eye cream

Many of these girls own multiple skincare items—25% have six or more products in their collection, featuring brands such as Bubble, Simple, Lush, Nivea, and Sol de Janeiro.

But with dermatologists warning against young children using adult skincare products, concerns are growing over whether tween skincare trends are doing more harm than good.

Skincare or social media trend?

With influencers and TikTok creators pushing skincare routines to millions of young viewers, brands like Drunk Elephant and Bubble have surged in popularity among children.

Eight-year-old Sadie, featured in a BBC report, became obsessed with skincare after seeing TikTok influencers promoting "aesthetic" routines.

She was particularly drawn to a product that dispenses moisturiser in a flower shape, as well as expensive creams because of their colourful packaging.

Many young fans aren’t choosing products based on skincare needs, but rather to fit in with their peers or copy social media trends. This has led to a rise in children requesting luxury skincare products—some costing £60 or more per item.

Girl Talk is celebrating 30 years!  

For three decades, Girl Talk has been inspiring and empowering primary-aged girls with fun, confidence-boosting content.

Packed with inspiring content and a few sprinkles of fun, Girl Talk continues to be a trusted ‘big sister’ for young girls—helping them learn, grow, and embrace who they are. 

Find Girl Talk in supermarkets, newsagents, and airports nationwide, or online at MagsDirect.

The dangers of using the wrong products

While self-care is an important habit, dermatologists are warning that some skincare products contain ingredients that could harm young skin.

Dr Faheem Latheef, a Leeds-based dermatologist, says he has seen an increase in children developing reactions to products that are too harsh for their skin. He explains:

The concern is that their skin isn't fully developed, and if they are using products designed for older skin types, they are very likely to irritate younger patients.

Active ingredients such as retinol, exfoliating acids, and vitamin C, commonly found in adult skincare, can cause dryness, redness, and long-term skin sensitivity if used too early.

One mother, Carly, shared her experience after her 11-year-old daughter developed a severe rash from using beauty products she saw online. At first, doctors thought it was an eczema flare-up, but a dermatologist later confirmed the skincare products were the culprit, telling the BBC:

I felt really guilty. I should have done more research before allowing my kids to be swept away by a new craze.

Are skincare brands responsible?

The cosmetic industry has faced criticism for marketing skincare products in a way that appeals to children.

Brands like Drunk Elephant and Bubble use bright colours and fun packaging that many dermatologists say are deliberately designed to attract young buyers.

Dr Aamna Adel, a dermatologist, has warned that skincare brands are playing on children's insecurities while selling unnecessary products.

These products are sold as empowerment, but are playing on vulnerabilities.

Some brands have attempted to address the issue—Drunk Elephant’s founder recently told customers that children should “stay away from more potent products” like acids and retinol.

But without clear age restrictions, these items remain widely available both in stores and online.

What should a child’s skincare routine include?

Many experts say simple is best when it comes to young skin. According to Boots' tween skincare guide, a child-friendly skincare routine should focus on just three steps:

1. Gentle cleansing – Using a mild, fragrance-free cleanser.
2. Lightweight moisturiser – Hydrating but without harsh active ingredients.
3. Sunscreen (SPF 50) – Essential for protecting delicate skin.

Should there be regulations?

Many parents believe skincare brands should clearly label age suitability on their products. Carly, the mother of the child who developed a reaction, says:

There could be more done to raise awareness for the right age appropriateness of some of the products. It should be clearly stated if it’s not for people under 16.

Currently, there are no age restrictions on buying skincare products, even those containing harsh exfoliants and acids.

However, Girl Talk’s survey reveals that many parents would like to see tighter controls—81% believe children should be accompanied by an adult when purchasing products with active ingredients, while 63% think there should be a minimum age to buy skincare.

Some beauty retailers, such as Boots, have introduced training for store staff to advise parents on skincare products, but there are no legal requirements to limit sales to children.

A trend too far?

Skincare routines can be a fun and beneficial habit, but experts warn that children’s delicate skin does not need anti-ageing products.

Instead of copying influencers' complex routines, dermatologists say young girls should focus on basic skincare, self-confidence, and skin health—rather than perfection.

As Dr Adel puts it:

When you're young, you have great skin—probably the best skin you'll have in your life.

With social media continuing to push skincare as a status symbol, the conversation around age-appropriate beauty products is only just beginning.

Read more:

• Kindness named Oxford Children’s Word of the Year for 2024
• Waterstones Children’s Book Prize 2025 shortlist revealed
• What does it mean To Be A Boy? Meet the new podcast tackling modern masculinity