Can you remember what beauty products you used when you were 10? Chances are you sneaking a quick swipe of lip-gloss And just start your “adult” nail polish collection. Your skincare routine, if it existed at all, included an acne Face laundry and one pharmacy dealer Your mom picked up for you. My, how times have changed. Now Gen Alpha – born between 2010 and 2024 – has taken a special interest in skincare and flooded tictoc with videos describing their Daily regime or the latest Sephora pull. Some are As young as seven years old Using popular brands such as Glow Recipes, Drunk Elephant, Bubble skin careElf Cosmetics, and more.
It is not difficult to determine what started this. “Social media, period“Board-certified dermatologist Rachel Westbay, MD, FAAD, tells PS.” Tiktok and Youtube have replaced linear TV for this generation. “Brand marketing also plays a role.” All I have to do is go into Sephora to see that new and existing brands clearly catering exclusively to Gen Alpha to get cash at this new consumer. “
15-year-old influencer Salish matter Recently launched its own skincare brand, sincerely yours, and it was sold out on Sephora within an hour, with children camping outside the stores to get hold of it. There is also the new brand, Yes Day, founded by 13-year-old Coco Granderson, who collaborated with beauty superstar Ron Robinson, the chemist behind Hailey Bieber’s Rhode. Dealers also jump on this trend. Ulta Beauty, who sees a golden opportunity, has begun to host birthday parties “with tweens and teens in mind,” according to Its siteWhere mini-cakes and swag bags include tween-focused brands such as Bubble, Daise and Starface.
Some would say that this phenomenon has been a slow burn, as Millennials and Gen Z have also taken a deeper interest in skin care earlier than previous generations. “It can be argued that Gen Alpha simply follows the steps for the generations before them, only in their case can interest turn obsession in the light of using social media more than anyone else,” says Dr. Westbay.
According to Piper Sandler’s 2025 Self -reported two -year survey, which examines a slightly older demographic with an average age of 15, the total expenditure category of beauty has increased by 10 percent from last year (before it increased 23 percent year over years). It probably won’t change soon, but is that a problem? As fun as it can be to watch these cute videos of children like Slathering Serum and masks on their flawless, already collagen-plump skin, there is also something a little worrying about everything. Is it even safe for children to use such advanced skin care products? We asked three dermatologists to weigh.
Experts displayed in this article
Rachel WestbayMD, FAAD, is a board -certified dermatologist at Medical marble.
Brooke JeffyMD, is a board -certified dermatologist in Scottsdale, Arizona and founder of the youth skin care brand Btwn.
Corey L. HartmanMD, FAAD, is a board -certified dermatologist and founder of Skin Wellness Dermatology In Birmingham, al.
Can you ever be “too young” for skin care?
The answer to this question is complicated. “It is never too young to use suitable skin care products if needed,” says board -certified dermatologist Brooke Jeffy, MD. The keyword here is “appropriate.”
“Preteen to early teens-, between the ages 10-14-is a good time to introduce a skincare routine because children of this age begin to understand the importance of hygiene and personal care and so tends to be more receptive to the idea to take care of themselves,” says Dr. Westbay. The proverb less is more applies. “(It) should be very simple,” says board -certified dermatologist Corey L. Hartman, MD, FAAD.
Although there is no guidance in one size and fits, the doctors agree that the goal should only be to keep the skin clean and protected. This means that you use a detergent (and makeup remover at night if applicable), salicylic acid or benzoyl peroxide Acne Spot treatment if needed, moisturizer and sunscreen. “If a teenager has more severe acne, I recommend that they see a board -certified dermatologist for a more in -depth review and specific treatment that may include a mixture of prescription and prescription products,” says Dr. Hartman.
“It’s amazing that younger children are interested in the skin, but I want them to do it for their general health – not because they feel they need to look like their favorite influence or celebrity.”
The use of stylish serums, face masks (outside the temporary fun spa night) and active substances are highly discouraged. Many of these products have complicated formulations packed with potent ingredients that do not contribute to young skin. “Teens do not need to use vitamin C serum, retinoids for anti-aging purposes, chemical exfoliants such as alpha-hydroxy acids or the vast majority of ticto-trendy tones, serum and masks,” says Dr. Westbay. Dr. Hartman adds, “You don’t really have to start using them until you are in the 20th century.”
There are some rather serious reasons for this advice. Starting use prematurely can put you risk for different skin conditions. “Peteens that use products that are too hard or otherwise unsuitable for their skin because they are intended to be for older skin can be harmful,” says Dr. Westbay. “I believe that this at least partly emphasizes why more of my young patients come in with irritation, allergic contact dermatitis, general dryness, sensitivity and even increased acne relative to what I saw when I was in training.”
Dr. Jeffy emphasizes this and adds, “these products are likely to cause irritation in the skin barrier”, which is crucial to total skin health. “The second concern is that constant inflammation of the skin can actually adversely affect collagen.”
Outside the physical risks of the skin barrier, there is also a matter of mental health. As it is currently fighting, many adults are fighting to deal with unrealistic beauty standards as stated by the industry and social media. With so many children who agree with these beliefs at an earlier age, it is very possible that it will have Long -term effects on self -esteem. “This generation, especially, has (has) a kind of body dysmorphia and general obsession with skin and skin care to a point that I have really been concerned about a handful of my patients,” says Dr. Westbay. “This is aggravated by the pervasive use of filters in photos.”
The intention behind the interest is important and should be weighed almost as strongly as the routine itself. “It is fantastic that younger children are interested in the skin, but I want them to do it for their general health – not because they feel they need to look like their favorite impacter or celebrity,” says Dr. Hartman.
*This story was originally published in December 2023 and has been updated with new information.
Jessica Harrington (She/her) is the section leadership for PopSugar Beauty, where she monitors coverage around makeup, skin care, hair, tattoos and more. With more than nine years of industry experience, she has interviewed countless celebrities, reported on hundreds of beauty trends and swatched more lipstick than she can count. Before PS, Jessica worked for publications such as makeup.com, skincare.com and the ZOE report.
