TikTok Shop is raking in billions of dollars, with beauty products becoming one of its most profitable categories. Thousands of brands promise to enhance users’ appearance, offering everything from tighter skin to smoother faces. While it’s generally wise to avoid overloading your skin with products, some adults may still choose to indulge in long, multi-step routines. But what happens when kids are the ones influenced by the overwhelming beauty marketing on TikTok?
A recent study published in *Pediatrics* analyzed beauty routines from 100 TikTok videos made by users aged 7 to 18. On average, these routines consisted of six steps and cost around \$168 per month for the various products used. The study found that many of the products contained ingredients that could irritate the skin, such as fragrances, niacinamide (a form of vitamin B3), and alpha hydroxy acids, which can increase sensitivity to the sun. Shockingly, only a quarter of these products offered any sun protection.
The research highlighted that in many cases, young users applied products containing the same active ingredient multiple times within their routine, increasing the risk of skin irritation. Dr. Tara Lagu, one of the study’s authors, pointed out that kids may not realize they are overusing certain ingredients, which can lead to adverse effects. Dr. Molly Hales, a board-certified dermatologist and the first author of the study, noted that most of the children in the videos had clear, perfect skin, suggesting that the harms of such routines likely outweigh any potential benefits.
The study’s authors believe the real issue goes beyond the products themselves. They are concerned about the social implications of these beauty routines for kids. Dr. Hales explained, “When you have kids waking up at 5:30 in the morning on a school day to have enough time to layer on these complicated regimens, it becomes less about health and more about pursuing an unrealistic and problematic idea of beauty.”
The study recommends that children avoid using anti-aging products and instead stick to basic skincare like gentle cleansers, fragrance-free moisturizers, and mineral sunscreen. For teens with acne, a simple, mild approach is all that’s needed. Importantly, the study authors emphasize that parents should step in, guiding their children and helping them understand that not everything they see on social media is beneficial.
TikTok responded by defending the prevalence of skincare routines aimed at younger users, noting that such content exists across all media. The platform also reiterated that it is designed for users aged 13 and older, and accounts belonging to users under 13 are terminated. However, the study showed videos made by kids as young as 7. TikTok also mentioned working with experts in adolescent development to implement safety measures, though it’s unclear how effective these policies are in this case.
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