The skincare trend has deeply penetrated the pre-teen market, with 49% of drug store skin sales driven by consumers age 14 and under in 2023.
Instagram influencer Chani Malui highlighted the industry's push, noting, 'It's all unknown chemicals and toxins. It's not something I would ever promote; there's no way my daughter will have a budget for skincare.'
The aggressive marketing on social media has created a phenomenon called 'Sephora kids,' where even girls as young as 10 feel pressured to adopt skincare routines.
A mother on a parenting listserv shared that her 11-year-old was seeking jobs to fund her skincare shopping trips, indicating the normalization of costly beauty routines for young girls.
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