The ‘get ready with me’ social media trend, which involves posting a video of yourself getting ready while sharing personal anecdotes, has become a genre of its own today. What was once a private ritual now plays out daily on our screens. And the audience isn’t just adults any more. It is children watching, copying, and then starring in these makeup routines. ‘Kidfluencers’ like Kassie are a good example of this change – her makeup tutorials are drawing young audiences to the cosmetic industry early on, often before age 13.
“I never really introduced makeup to her; she picked it up from a kid influencer on YouTube… I do notice that she sometimes becomes conscious about how she looks,” says Jyoti Dhanuka, mother of a fouryear-old. For now, she limits its use to occasions, drawing a line between play and habit.
