Is Gen Alpha's Skincare Obsession Healthy?
Is Gen Alpha’s Skincare Obsession Healthy?
As long as kids have been kids, there have been obsessions and must-haves that were the talk of the school playground and beyond. For my age group things like Chopper bicycle, Adidas Samba trainers and the legendary Tracy Island were but three… But what about this latest – to many, strange - Gen A obsession with adult skincare?
As Gen A are the ultimate, digital natives, it shouldn’t be a surprise that social media influencers and celebrities are playing an important role in shaping their beauty perceptions. But it’s been interesting (and a little alarming) to see young influencers, some as young as 10, on social channels promoting skincare routines that include products like serums, exfoliants, and anti-aging creams that were traditionally aimed at adults. It’s been well reported that this has led to an important industry trend – brands driving their growth through sales of age-inappropriate products.
How’s the market reacting to this?
Rather than this happening ‘by accident’, it’s striking that brands are riding this wave by creating lines that appear more “fun” and “youthful,” with colourful packaging and marketing campaigns that appeal to pre-teens. However, many of us in the industry have questions about the efficacy and safety of these products for young skin. The skin of children and pre-teens is still developing, and many of these products contain ingredients that can be too harsh or entirely unnecessary for them.
So, what’s going on?
There’s no doubt that peer pressure is playing a significant role in this trend. As skincare becomes a part of the social conversation, no-one wants to feel left out. This isn’t helped by the “glow-up” culture that seems to be everywhere on social; with endless before-and-after transformations. There’s a real pressure that’s driving some young people to adopt skincare routines beyond their needs.
Is there a real risk from age-inappropriate skincare?
Many folks in the industry are concerned, as products formulated for adult skin often contain active ingredients like retinoids and alpha hydroxy acids, which can irritate or damage young, sensitive skin, potentially leading to issues like dryness, peeling, redness, and even long-term skin damage.
Do parents have a role to play?
As a dad of four, I know how hard it can be to deal with pester power at the best of times, but parents can play a crucial role here. For starters, they must be actively involved in selecting and supervising the skincare products their children use. Educating children about the basics of skincare, such as the importance of sunscreen and gentle cleansing, will help establish healthy habits from the beginning. There are brands out there taking this subject seriously and holding the line – targeting kids but with products that are designed for younger skin. Parents should do their homework to seek these out.
Regulation andIndustry Responsibility
Regulatory bodies also have a role to play in this. Stricter regulations on marketing skincare products to children would be a good start – but it’s a tricky territory as so much content on social is user-generated. But for sure, the many brilliant people in R&D in our industry should prioritize research and development of products specifically tailored for young skin.
What do you think?
It’s a complicated story – kids want what the cool kids have. It’s always been like that. And many parents are happy to indulge this with little treats (some even with £60+ serums – not such a little treat..!). Is this just a fad, will it pass? There’s some evidence that kids are just enjoying taking and posting ‘shelfies’ and taking pride in ownership, rather than using the products. All that aside – should the industry be doing more to encourage age-appropriate usage? Is that going to happen though, when this demographic group is driving all the growth in the market? I’d love to hear what you think.
