The Pre‐Adolescent Skin Care Pandemic: The Risks of Social Media‐Driven Beauty Trends in Children

In 2014, Pham et al. highlighted the growing concern regarding the influence of antiaging cosmeceutical industry on adolescents, where products are increasingly used for preventative rather than restorative purposes [1]. Since then, the global skincare market has continued to expand, now targeting pre-adolescents, especially ages 9–12. ‘Tween’ is an informal term used to describe children in this age group and a commonly used term on social media (SoMe). While current guidelines recommend simple skincare routines for pre-adolescents-gentle cleansers and moisturizers, increasing numbers are being exposed to active products with antiaging and corrective purposes [2]. In this cross-sectional study, we systematically analysed the content related to skincare products targeted at pre-adolescents on SoMe. Data were extracted from the first 100 publicly accessible posts on TikTok, 50 from Instagram, and 50 from Facebook. The analysis was conducted from 01/09/2024 to 03/09/2024, with one platform analysed per day. ‘Tween skin care’ was inserted into the search engine. Inclusion criteria were age group focused on 9–12; content including posts, videos and advertisements; products, routines and advice for facial skin care; content published in the last 5 years; and English language only. Exclusion criteria were age groups over 12 years; content related to makeup, body skin care and hair. The data underwent qualitative analysis, with thematic coding applied to identify recurring patterns in promotional strategies, product claims, and ingredient safety (Table 1). The results revealed that 80% (160/200) promoted skincare products targeting pre-adolescents. The majority of promotions were led by social influencers (53.1%), many of whom were financially compensated through advertisements or commissions. Additional posts came from skincare merchandise (40.6%). TikTok has the highest number of reach, reflected by the number of followers, view and likes per post (Table 2). Majority of the promotions on TikTok were driven by social influencers whereas promotions on Facebook were driven by skincare merchandise. The bulk of content originated from the United States (65%), followed by Australia (16.3%) and the United Kingdom (8.1%). The marketing strategies were largely focused on visually engaging elements capturing attention of young audiences such as colourful packaging (74.8%), personalized skincare routines (27.2%) and cartoon logos (25.9%). Key terms such as ‘age-appropriate’ (51.9%), ‘clean’ (24.8%), and ‘glow’ (24.1%) were used to align products with perceived health benefits. The average cost per item promoted was 27.79 Euros. A significant finding was that 71.8% of the promoted products contained harmful ingredients, with artificial fragrances and chemical exfoliants being most common. Notably, chemical exfoliants (citric, salicylic and glycolic acid) were present in 47.8%. In 15% of posts, full ingredient lists were not disclosed, raising concerns about transparency. Despite recommendations for pre-adolescents to use only basic cleanser, moisturizer, and sunscreen, 57.5% of posts promoted additional products (serums, toners and face mists), indicating excessive and inappropriate skincare. Cautionary advice appeared in only 20% of posts, predominantly from healthcare professionals (42.5%) and social influencers (40%). The primary risks highlighted were skin irritation (75%) and compromised skin barrier (71.9%), but very few posts directed viewers to reputable sources of information. These findings underscore the dermatological risks posed by inappropriate skincare practices in pre-adolescents and highlights the dangers of social media driven beauty trends. The prevalence of paediatric allergic contact dermatitis is increasing and cases are under-reported [3, 4]. A physiological study showed that skin barrier in children is more permeable than in adults due to a thinner stratum corneum and distinct microbial communities until around age 10 [5]. No studies have evaluated the safety of antiaging cosmeceuticals in the paediatric population, highlighting the risks of using unregulated products on pre-adolescents. Clinicians need to be vigilant inquiring skin care products when encountered with cases of irritant contact dermatitis in this cohort. While the European Directorate have published guidance on safe cosmetics for children under the age of three, enforcement of specific legality relating to cosmetic and cosmeceutical products for older children is significantly needed. Age-appropriate Clean Glow Safe Gentle Healthy Colourful packaging Skin care routine Cartoon logo Start early Fragrances Chemical exfoliants Niacinamide Hyaluronic acid Antioxidants Vitamin C Peptides Alcohol Physical exfoliants Medical professional Social influencer News broadcasters Cometic merchandise Nongovernmental organization Skin irritation Compromised skin barrier Chemical burns Acne Scarring Skincare merchandise Social influencers Healthcare professional Social influencers Broadcasting companies Skincare merchandise Charitable organisations Li Jie Helena Yoo: conceptualization, methodology, formal analysis, writing – original draft preparation, writing – review and editing. Gregg Murray: supervision, writing – review and editing. Claire Quigley: conceptualization, methodology. Fei Ya Lai: conceptualization, formal analysis. Claudine Howard James: formal analysis, writing – review and editing. Ji F. Yong: writing – original draft. Michael Maguire: methodology. James Ralph: supervision. Ann-Marie Tobin: conceptualization, supervision, writing – original draft. The authors have nothing to report. The authors have nothing to report. The authors have nothing to report. The authors declare no conflicts of interest. The data that support the findings of this study are available from the corresponding author upon reasonable request.