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Getty ImagesA growing number of preteens are embracing elaborate skin care routines and shopping at high-end beauty retailers, sparking concern among some adults and dermatologists.
Ten-year-old Naiya White is part of this trend. She posts TikTok videos about her twice-daily beauty regimen and shopping trips to Sephora. In one video, White recommends products like a $28 avocado cleanser and hyaluronic lip balm.
"For all the cranky, musty, dusty adults out there who think little kids shouldn't be using skin care ... get it together!" White says in the video.
Experts say this obsession with skin care among Generation Alpha, typically defined as those born between 2010 and 2024, is driving unexpected business for the $164-billion global skin care industry. However, it's also raising concerns about marketing to young, impressionable consumers. When childhood is seen as an age when kids should be playing around and not worrying about their skin,Gen Alpha is taking up on the skincare game by themselves.
Gen Alpha is showing interest in beauty products around age 8, five years earlier than Generation Z.
Dermatologists warn that some products popular among preteens could be harmful. Dr. Carol Cheng, a pediatric dermatologist at UCLA, has seen patients using anti-aging products and serums with active ingredients that can irritate young skin.
"They're using things like vitamin C serums, salicylic acid, really expensive products that have actives that can actually harm their skin," Cheng said.
Some parents defend their children's interest in skin care. Ashley Paige, Naiya White's mother, says many adults forget what it's like to be a child.
Industry professionals recommend a minimalist approach for young skin, focusing on a gentle cleanser, moisturizer, and sunscreen. They advise steering children away from products with active ingredients intended for older users.
As Gen Alpha's economic influence grows, beauty companies are developing products to appeal to this demographic. However, they face the challenge of balancing profit with responsible marketing to young consumers.
