Has childhood been cancelled? Or rebranded as first-stage “old”; a last-chance saloon for preventive skincare? Inspired by social media, particularly TikTok, it appears children are adopting strict anti-ageing skincare regimes. It’s mainly girls, and they’re all shockingly young. Generation Z, younger teenagers, pre-teens and children, sometimes as young as eight, according to the British Association for Dermatologists.
The buzzword is “preventive”, as the young slap on moisturisers, peels and elixirs intended (and priced) for older people. They’re using the old favourite, pester power. Shocked mothers received Christmas wishlists pleading for creams and serums from brands like Drunk Elephant and others. Products sometimes cost upwards of £50 or £60. Some brands are so expensive mothers wouldn’t buy them for themselves.
