Cosmeticorexia: How girls are falling down a skincare rabbit hole
Cosmeticorexia: The Skincare Obsession Affecting Young Girls
Cosmeticorexia - Ellie-May, now 13, began her journey into the world of skincare at age eight. Her TikTok videos, filled with enthusiastic chatter about her daily routine, have amassed over 330,000 followers. In one clip, she excitedly prepares to visit her best friend’s home, showcasing her step-by-step beauty regimen. “I love, love, love, love, love this toner,” she declares, applying a clear liquid to her face. The process continues with a serum promised to “glow,” and a fluffy yellow cream blended into a “smoothie” before mixing with tinted moisturizer. With careful dabs of concealer, pink blush, and highlighter, she completes her look, finishing with lashes curled and mascara applied. Her hair, styled with blow drying and straightening, is the final touch before she’s ready.
The trend of young girls promoting skincare has expanded rapidly. Social media platforms now host hundreds of videos featuring children as young as three or four, raving about makeup and “get ready with me” routines. These clips often blend daily plans with cosmetic application, normalizing complex regimens for young audiences. Brands like Bubble, Drunk Elephant, and P. Louise are at the forefront, with some influencers calling themselves “brand ambassadors.” Themed skincare sets, such as K-Pop Demon Hunters-inspired collections, further fuel this craze, emphasizing a “luminous” complexion.
Despite claims by some brands to avoid youth-focused marketing, products tailored for children remain prevalent. A representative from Drunk Elephant notes the brand aims to educate users on responsible product use, yet its appeal to young girls is undeniable. As the market grows, it has become a multi-billion-pound industry, with no indication of slowing down. However, experts warn of the potential consequences.
The Rise of Cosmeticorexia
Academics and dermatologists have coined a new term to describe this phenomenon: cosmeticorexia. It refers to an unhealthy fixation on achieving “flawless” skin from an early age, often leading to excessive use of beauty products. Prof Giovanni Damiani, a Milan-based dermatologist, became concerned after observing his younger patients’ compulsive habits. He interviewed 55 children aged 8 to 14, uncovering a troubling pattern of early skincare dependency.
"Women in their 30s and 40s have long been targeted by skincare companies, telling us that ageing is a problem and selling us a solution," says Brooke Erin Duffy, associate professor and social media researcher at Cornell University. "But this is a marked shift. Now young girls are being put under that same pressure."
A survey by skincare brand Pai found that nearly half of 1,500 children aged 9 to 12 use multiple products weekly, often to address perceived skin imperfections. As social media content amplifies this trend, the question arises: is it simply harmless fun, or are girls being subtly conditioned to view their appearance as flawed? The answer may shape how they perceive themselves in the years to come.