The landscape of skin care shopping is evolving rapidly, with younger consumers becoming increasingly engaged in their beauty routines. This shift isn’t solely due to the plethora of anti-aging creams available on the market; rather, it reflects a deeper cultural trend where even the youngest demographics are taking an interest in skin health and beauty products.

Among a flurry of TikTok posts that showcase her creativity, including pranking her mother Kim Kardashian with comical eyebrow transformations and energetic dance videos, North West, the daughter of Kanye West, has also begun to share her personal skin care routine with her followers. Her approach not only highlights a new generation’s fascination with beauty regimens, but it also sets an example for other young users.

The nine-year-old influencer, whose father is Ye, formerly known as Kanye West, has been creating engaging GRWM (get ready with me) videos that showcase a variety of popular products. Some of her favorites include the Vitamasques Electrolyte Watermelon Dace Sheet Mask, Laneige Lip Sleeping Mask, and Cerave Moisturising Cream. Notably, she also features items from her mother’s skincare line, Skkn by Kim, demonstrating how influential families can shape beauty trends.

In a similar vein, her cousin, Penelope Disick, who is 10 years old, also maintains a skin care routine that she shares via a TikTok account with her mother, Kourtney Kardashian Barker. Within this family dynamic, Penelope showcases her use of products like the Kylie Skin Makeup Melting Cleanser, Honest Beauty Organic Beauty Facial Oil, and Heritage Store Rosewater & Glycerin Hydrating Facial Mist, further emphasizing the trend of young influencers promoting skin care.

While some discussions have sparked debate about whether pre-teens should be focusing on their skin care routines, a clear trend is emerging: skin care is becoming increasingly popular among pre-teens, also known as Generation Alpha. This generation, born between 2010 and 2024, is projected to reach a staggering 2.5 billion worldwide by 2025. Their growing interest in skin care products showcases their emerging savviness about ingredients and overall skin health.

The rising interest in skin care among younger audiences can largely be attributed to the impact of TikTok, a social media platform that has transitioned from simply showcasing viral dance videos to becoming a significant influence in the beauty and wellness sectors. This platform is playing a crucial role in educating younger users about a wide range of beauty topics, particularly skin care treatments and products.

According to the NPD’s 2022 consumer report, an impressive 67 percent of Gen Z females — categorized as those aged 13 to 25 — actively use skin care products. On average, they incorporate about 5.5 products into their daily routines, which aligns with the overall average across all age groups. Among the most frequently used products are facial cleansers and lip balms, both of which have remained consistently popular since 2021.

While this is currently the youngest demographic covered by NPD’s research, dermatologists, retailers, and brands report that even Generation Alpha is beginning to engage with skin care routines. This suggests a significant cultural shift where younger children are taking proactive steps toward understanding and caring for their skin.

Dr. Amy Wechsler, a board-certified dermatologist and psychiatrist based in Manhattan, observes that many tweens are increasingly interested in skin care. “I’ve noticed this trend for several years,” she states. “For instance, my 11-year-old neighbor is enthusiastic about her skin care routine and proudly shares it with my daughter and me. She consistently uses sunscreen, demonstrating a proactive approach to skin health.”

Dr. Wechsler emphasizes that this interest isn’t entirely new; rather, it has become more visible due to the rise of social media. “While I wasn’t the type of kid who played with my mother’s makeup, many of my friends were,” she explains. “In the past, there was no social media to share their experiences, but now, with increased access to information, this interest has surged and become more prominent.”

Dr. Wechsler has so far not observed any negative effects on mental health or self-image among her younger clients; rather, she sees a genuine interest in maintaining healthy skin and understanding its needs. “Starting a skin care routine at a younger age can be highly beneficial,” she explains. “While kids experimenting with makeup may sometimes lead to overwhelming experiences, I always advise them to wash their face every night. If they encounter any irritation or discomfort from products, they should immediately stop using them and consult with their parents to ensure their safety.”

As this trend continues to gain momentum, retailers are expanding their offerings to cater specifically to younger consumers. Many new brands are emerging, focusing on the unique skincare needs of this generation, shifting away from the traditional acne-centric products that have long dominated the market for tweens and teens. Established brands are also beginning to embrace this demographic, recognizing the potential for growth.

“We are committed to providing accessibly priced skin care brands that deliver exceptional efficacy and a sense of prestige, which we know is crucial for this well-informed shopper,” said Brooke Banwart, senior vice president of merchandising and skin care at Sephora. This thoughtful approach is reflective of the increasing sophistication of young consumers in the beauty market.

Highlighting the importance of education in purchasing decisions, the NPD found that 70 percent of Gen Z females prioritize clean ingredients when selecting skin care products. This emphasis on ingredient integrity surpasses other generational cohorts, with 66 percent of them conducting online research before making purchases, although they typically prefer shopping in physical stores.

Among the most popular brands among younger shoppers at Sephora are The Ordinary, The Inkey List, Paula’s Choice, Peace Out Skincare, and the Sephora Collection. These brands resonate with the values and preferences of the younger demographic, who are keen on effective yet affordable options that align with their lifestyle.

“This younger generation is incredibly discerning and savvy, seeking brands that not only offer performance at a competitive price but also align with their values, particularly sustainability,” Banwart emphasized. However, she noted that they are not limited to brands that are marketed as “youthful” or those that fit within a specific price range.

Dr. Wechsler echoes the sentiment that social media platforms, especially TikTok, have contributed significantly to the rise in interest in skin care education. “Clients of all ages, particularly from Gen Z, are now well-informed about skin care ingredients and their benefits,” she stated. “We are witnessing this knowledge reflected in the shopping patterns and preferences of our customers.”

Penny Coy, vice president of merchandising at Ulta Beauty, also observes this trend, noting that younger consumers are placing greater emphasis on research and ingredient transparency. “When new products gain traction on TikTok, we immediately see a corresponding spike in sales, whether they are newly launched items or established products that have been in our inventory for some time,” she explained to Beauty Inc.

Specifically, Ulta has seen increased interest in dermatologist-recommended brands such as Cerave, Cetaphil, and La Roche Posay. Within the realm of prestige beauty, younger shoppers are gravitating towards brands like Clinique, Drunk Elephant, Tula, and Super Goop, demonstrating their desire for high-quality skin care.

“I recently read that SPF is considered ‘cool’ among the younger generation, and we are definitely seeing this trend reflected in our demographics, particularly with key sun care brands like Super Goop and Vacation,” Coy added, highlighting the shifting attitudes toward sun protection.

Among the products that have gained popularity among tweens and teens at Ulta are acne patches and brands designed specifically for younger consumers, such as Bubble, Florence by Mills, and Kinship. These brands appeal to the younger demographic with their fun and effective formulations.

One brand that has garnered significant interest among tweens and teens is CeraVe, owned by L’Oréal, which boasts over 4.1 billion views on TikTok under the hashtag #CeraVe. “Social platforms like TikTok have played a pivotal role in attracting a new, younger audience to skin care,” stated Jasteena Gill, vice president of marketing at CeraVe, emphasizing the brand’s appeal among younger consumers.

Jasteena Gill notes that CeraVe’s success can be attributed to various factors, including the influence of TikTok “skinfluencers,” who have effectively expanded skin care education and product recommendations through engaging and relatable content that resonates with younger audiences.

In the realm of acne treatment, Starface has gained traction, with its Hydro Stars pimple patches available at major retailers like Target, Walmart, Amazon, and CVS in the U.S. Founded by former Elle.com beauty director Julie Schott and Brian Bordainick in 2019, the brand has quickly become a go-to for young consumers seeking effective solutions for their skin concerns.

“Acne is a common experience, affecting 95 percent of people at some stage in their lives, and it can be particularly challenging for youth,” stated Kara Brothers, president and general manager of Starface. “Our mission is to transform the narrative surrounding acne, turning moments of distress into opportunities for self-expression and optimism. We resonate deeply with teenagers and young adults, and now tweens are discovering Starface through TikTok, which is expanding our reach among younger audiences.”

Much of Starface’s branding and education revolves around their mascot, Big Yellow, a “super friendly cube” that holds their Hydro Stars pimple patches. This engaging branding strategy helps to create a relatable and positive narrative around acne and skin care.

Another emerging contender in the beauty space is Florence by Mills, a beauty brand founded by Millie Bobby Brown when she was just 15 years old. Recently, the brand introduced its H2Glo line, featuring products such as Plump to It Hydrating Facial Moisturizer, Surfing Under the Eye Hydrating Treatment Gel Pads, and True to Hue pH Adjusting Lip and Cheek Balm. These offerings cater to the unique skin care needs of teens and tweens.

Samantha Fiock, vice president of marketing at Florence by Mills, shares that their target audience includes individuals who seek the same values that Millie wanted in a beauty brand: vegan, cruelty-free, and clean products that are also affordable and meet the beauty needs of young consumers. This commitment resonates deeply with their audience.

Despite the influx of new brands in the market, Fiock notes that the demand for education and innovative products remains strong among tweens and teens. “We have seen a growing interest in skin care education, significantly driven by platforms like TikTok and YouTube,” she states, highlighting the role of social media in shaping consumer preferences.

Another notable entry into the skin care industry is JB Skrub, a brand aimed at boys and those identifying with boyhood, launched by actress Julie Bowen in collaboration with executive Jill Biren. They recently announced a direct-to-consumer launch featuring five core products, including a body wash and body spray priced at $20 each, a $16 face wash, an $18 face lotion, and $20 toner pads. This innovative approach aims to empower young boys to take ownership of their hygiene routines.

“The primary goal of JB Skrub is to encourage kids to take charge of their personal hygiene,” Bowen explained in an interview with WWD earlier this year, emphasizing the brand’s focus on promoting healthy habits.