TikTok skincare boom exposes girls to costly, risky routines

A new beauty economy is turning childhood into a skincare project. In TikTok videos analyzed by Northwestern Medicine researchers, girls ages 7 to 18 used an average of six products on their faces, with some layering more than a dozen, at an average cost of $168 a day.

The routines are not just expensive. The 2025 study, published in Pediatrics, found that only 26% of daytime regimens included sunscreen, while top-viewed videos often packed in an average of 11 potentially irritating active ingredients. The researchers said the combinations raised the risk of irritation, sun sensitivity and allergic contact dermatitis, and that some routines cost more than $500.

Dermatologists and pediatricians say that is a dangerous lesson for young skin. For most children and teens, they say, the right routine is usually simple: cleanser, moisturizer and sunscreen. Retinol and exfoliating acids are generally unnecessary for younger skin and can be harmful because children’s skin is more sensitive.

The concern is amplified by what girls are being shown online. Researchers and clinicians say TikTok, Instagram and YouTube have normalized “get ready with me” routines featuring children as young as 7, and sometimes younger, copying adult anti-aging habits long before those concerns should exist. The study authors said the videos frequently emphasized lighter, brighter skin, linking the trend to beauty standards, self-image and premature worries about aging.

That pressure has also become a consumer market. One estimate put U.S. children ages 6 to 12 at $4.7 billion in spending on skin care and makeup in 2023. Grand View Research estimated the global children’s personal care market at $7.5 billion in 2021 and projected annual growth of 6.2% through 2030, underscoring how quickly the category is expanding.

The American Academy of Pediatrics has warned that the commercial content itself often carries hidden risk. Nearly 76% of the top 25 most-viewed teen skincare videos promoted products with known allergens such as artificial fragrance, which can trigger irritation and lasting sensitivities. The American Academy of Dermatology and pediatric sources have echoed that warning, saying early exposure to unnecessary products may set up children for problems that persist long after the trend fades.

A 2025 ethics and dermatology article described the craze among tweens as a clash between exploitation, self-image and the commercialization of well-being. That is the core of the business model now taking shape: social platforms fuel insecurity, beauty brands supply the fix, and girls are left paying for routines that can cost hundreds of dollars a day and may do more harm than good.