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Young girls fall into 'cosmeticorexia' with intense skincare routines
🇬🇧 United Kingdom /Culture & Society

Young girls fall into 'cosmeticorexia' with intense skincare routines

From BBC News · () English

Translated from English, summarized and contextualized by DistantNews.

At a glance

In-depth Named sources Context piece
  • Young girls, some as young as three or four, are increasingly engaging with and promoting sophisticated skincare and makeup routines on social media platforms like TikTok.
  • Influencers like 13-year-old Ellie-May, who started using skincare at age eight, and her family earn significant income from content creation, with Ellie-May's TikTok account boasting over 330,000 followers.
  • While some brands are clearly marketed to children, others popular with young people distance themselves from this trend, emphasizing responsible product use.

A growing trend sees young girls, some as young as three or four, deeply involved in elaborate skincare and makeup routines, often documented and shared on social media.

I love, love, love, love, love this toner.

— Ellie-MayDescribing a skincare product in a TikTok video.

Platforms like TikTok are filled with videos of children enthusiastically demonstrating multi-step skincare regimens and applying cosmetics. Ellie-May, now 13, began her skincare journey at age eight, turning a lockdown hobby into a significant source of income for her family. Her TikTok account alone has amassed over 330,000 followers, and her family reportedly earns more than £50,000 annually from their social media presence across various platforms.

Oh my god it's so glowy.

— Ellie-MayReacting to a serum designed to make skin glow.

These young influencers, some describing themselves as "brand ambassadors," showcase a wide array of products, including those with anti-aging ingredients. While some brands appear to target children directly with themed skincare packs, others popular among younger demographics state they do not wish to be associated with this market segment. A source close to Drunk Elephant indicated the brand is not youth-focused and aims to educate users on responsible product application.

Being content creators has transformed our lives.

— SophieEllie-May's mother, discussing their family's income from social media.

This phenomenon, dubbed "cosmeticorexia," highlights a shift from past decades where skincare primarily focused on spot-free complexions. Today's young users are seeking flawless skin with sophisticated products, raising questions about early exposure to anti-aging ingredients and the commercialization of beauty standards for children.

So many other young kids just wanted to know about Ellie's skincare routine and, well, it just took off.

— SophieExplaining the rapid growth of Ellie-May's online popularity.
DistantNews Editorial

Originally published by BBC News in English. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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