Preteens Embrace Anti-Aging Skincare: A Concerning Trend in the Digital Age

In a world where social media reigns supreme, young consumers are increasingly drawn to the allure of anti-aging skincare products, often before they've even reached their teenage years. This phenomenon, observed at a Sephora store in the Century City Mall, highlights the powerful influence of digital platforms and the challenges parents face in navigating the ever-evolving landscape of youth consumerism.

Empowering Preteens or Undermining Healthy Development?

The Lure of TikTok Trends

Tallulah and Michen, both 10 years old, navigate the bustling aisles of the Sephora store, their eyes fixed on the products they've discovered on their TikTok "For You" pages. The store is packed, but the girls have no trouble locating the items they covet, with their mothers dutifully following behind them. This scene is a testament to the power of social media in shaping the purchasing habits of the younger generation.The products they seek range from lip balms to eye masks and scrubs, all part of a meticulously curated bedtime routine. Michen's mom, Dana Michels, observes the phenomenon with a mix of concern and resignation. "They see it all on TikTok. And then come in, want to come here and go buy everything they see," she says, her voice tinged with a hint of exasperation.

The Allure of "Grown-Up" Cosmetics

The appeal of these anti-aging products goes beyond mere functionality. Tallulah, one of the young shoppers, explains the social pressure that drives her desire for these products. "Everybody at school is also wearing it," she says, her voice laced with a sense of maturity beyond her years. "I don't know, it makes me feel more grown up."This desire to emulate older peers and appear more mature is not a new phenomenon, as psychologist and USC social media professor Karen North points out. "Pretty much forever, we've seen kids try to act a little bit more grown up, try on the fancy clothes, put on mom's shoes, put on makeup," she says. However, the advent of TikTok has amplified this trend, with the platform serving as a virtual "older sibling" for young consumers to emulate.

The Dangers of Premature Anti-Aging Skincare

While the allure of these products may be strong, the potential risks to young skin are significant. Dermatologist Evette Ramsay warns of the side effects that can arise from the improper use of anti-aging products by children. "You get irritation, redness, burning, and also photosensitivity or sensitivity to the sun, which then can lead to sunburn," she explains.These products are designed to increase cell turnover rate, which can help with acne or wrinkles in adults. However, Ramsay cautions that they are often "used too often by an inappropriate age group" and that the combination of multiple products, dubbed "skincare smoothies," can be particularly problematic for the more sensitive skin of young individuals.

Regulatory Efforts and Industry Pushback

Recognizing the growing concern, California lawmakers have attempted to address the issue. Bay Area Assemblymember Alex Lee introduced a bill this year to ban the sale of anti-aging products to children under the age of 13. However, the bill faced opposition from the Personal Care Products Council, an industry group, who argued that it presented "significant compliance issues."Lee remains undeterred, stating that he may tweak the language and reintroduce the bill next year. He questions the industry's resistance, noting that there are age restrictions on the purchase of other age-inappropriate products, such as R-rated movies and M-rated video games. "If you're a 12-year-old, you can't go buy the next M-rated game, you can't go buy an R-rated movie ticket alone. … So when the industry acts like it's not possible for them to self-police, then I call BS," he says.The battle between protecting young consumers and the commercial interests of the cosmetics industry highlights the complex and multifaceted nature of this issue. As the digital landscape continues to evolve, the need for a balanced approach that prioritizes the well-being of children while respecting the rights of businesses becomes increasingly crucial.