Tween Skincare

Tween skincare

If you thought skincare marketing for you was a minefield then, watch out for your soon-to-be teens!

This generation of children are bombarded with influencer-led ads and videos, to encourage them to buy the latest products. Brands such as 'Drunk Elephant', 'Byoma' and 'Bubble' have been brightening up our shelves and online store offerings. They are currently the most sought after on Gen Alpha's (or 'Sephora kids') must-have lists. In 2023, teen shoppers spent 33 percent more on cosmetics and 19 percent more on skincare compared to the previous year (read article here). Kids are more clued in than ever to the latest personal care products and often see people they follow promoting such cosmetic brands on Tik Tok and YouTube. There have always been fads in skincare and, of course, the kids want the latest brands but is their skin something that should be subject to trends?

It has sparked debate on what skincare products do these consumers require and which should be avoided. If you are a caregiver of young girls especially, I'm sure you have become aware of these brands and are maybe wondering what, if any, they can use safely. My 10 year old daughter knows (and wants!) all the skincare brands, and she didn't hear them from me. She is an advertiser's dream target but I have so far resisted (it's getting hard to though) in getting her any of these products because she doesn't need them right now. 

As a pharmacist, I am concerned with applying unnecessary and even moreso, harsh products onto young, delicate skin. It is totally understandable that kids will want these fashionable, brightly packaged products to be like their friends and social media influencers but where should the line be drawn?

Do kids need any skincare?

I would probably say no to very young kids having access to potentially harmful skincare products. My kids have always just washed their faces with water and a facecloth, and add in SPF in the summer months. However, I don't see much harm in 10 year olds using a gentle cleanser, if they have an interest in doing so, as establishing a skincare routine is a great self-care tool. I would advise them only to use a moisturiser if their skin feels dry. 

Try to focus on skin health rather than perfection. If we recognise that skin is an organ, and is multifunctional to support our bodies, then using random skincare may not be beneficial.  In fact, in some cases, products can irritate, cause inflammation or even scarring. 

A lot of brands promoted can be very expensive too, probably due to their branding and packaging. It is important to check the ingredients rather than rely on the marketing claims or Tik Tok reviews.

What to use

There are no brands which I would say to use or avoid. Most brands have a range of products to suit various consumer concerns. For tweens, I would look out for the words 'gentle', 'mild' and 'sensitive' when starting out. Keep your products a simple as possible and avoid advanced formulas designed for addressing skin concerns in adults.

There are some new brands that have been specifically developed with younger skins in mind such as Sam Farmer, Spots and Stripes and Your Skin Stuff.

You could also choose from affordable brands such as CeraVe, Simple or The INKEY List. Often these brands have great offers to suit most budgets.

Skin health not perfect skin

I always promote the main pillars of good skincare as cleansing and protection from sun damage. If you find products you love to use in these areas and consistently use them,then this might be all you will need. It is better to use a few select products that serve a defined purpose, rather than adding in lots of products and steps just because everyone else is doing it. Remember, everyone's skin is different and there is not a one-size-fits-all in skincare.

And whilst on the subject of everyone's skin being unique, there is no such thing as perfect skin! I think we are so used to seeing filtered, flawless faces on social media that it has become the norm. It must be really difficult for self-conscious kids to constantly see these images and videos and then try to emulate an unattainable goal of skin perfection. Real skin has blemishes, pigmentation, freckles, pores, red patches, etc. These are normal. Ads which portray models as having perfect skin can often leave tweens (and anyone!) feeling inferior and more often than not it is just marketing an unnecessary product. I think most of us have bought on trend products because we have been influenced to buy and I think tweens are even more vulnerable to clever marketing." 

"Real skin has blemishes, pigmentation, freckles, pores, red patches, etc. These are normal."

What to avoid

Whilst it is great to see kids wanting to look after their skin, the sheer choice of skincare products available makes it so confusing for them and their parents. Caregivers are caught between wanting to help and not knowing what is harmful. As a rule of thumb, kids don't need 'anti-wrinkle' serums, or acid exfoliating products. Some of these products can be harmful when applied or can leave the skin more susceptible to damage by the sun. Stay clear of ingredients such as Vitamin A (retinol), Vitamin C or niacinamide. I would also discourage the use of exfoliating scrubs or peels which can strip the skin of moisture and cause irritation or damage. If your tween is having breakouts, a salicylic acid cleanser may be appropriate. Use sparingly to begin with and patch test it first, as described in the next section.

If your tween's skin becomes irritated due to a skincare product, then the best advice is to stop using any skincare until the reaction subsides. The skin barrier could be compromised for a while and needs time to repair. If the skin is stinging, burning, red or itchy, then you can use a cold compress to the area or apply aloe vera to soothe. If you know the culprit that caused the reaction, then definitely avoid that one in the future. Reintroduce new skincare slowly again, concentrating on one product at a time. Patch testing a little of a new product behind the ear and monitor for 24 hours should let you know if it will be ok then  to apply to the face.

When to be concerned

As hormonal changes occur in this age group, some may find their skin getting oilier and they are more prone to breakouts. Whilst some of these blemishes can be kept at bay with switching to oily-skin type products and spot treatments, sometimes acne may develop. If you have any concerns about your tween or teen's skin, I would recommend consulting with a healthcare professional for advice. You can message me via my Instagram or check out my blog on Teen Skin.

My top tips for tween skincare

• Start with gentle products like a mild cleanser or light moisturiser

• Encourage the use of SPF

• Don't choose skincare based on trends or what friends are using

• Don't introduce loads of new skincare at once

• Ask a skincare professional about suitability of products

And most importantly, remember that NO ONE has perfect skin. 

Focus on keeping your skin healthy and use skincare cautiously.

Happy 2025 to you all

Michelle xx

@skinhealthpharmacist

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