A growing trend sees young girls, some as young as three or four, deeply involved in elaborate skincare routines and makeup application, a phenomenon dubbed 'cosmeticorexia'. These children are not just playing with cosmetics; they are actively creating and sharing content on platforms like TikTok, often demonstrating multi-step routines and reviewing products.

This trend is fueled by the pervasive influence of social media, where young "get ready with me" or "after school skincare" videos featuring children have become commonplace. While skincare products have long been marketed to younger demographics, the current landscape involves sophisticated products, including those with anti-aging ingredients, which are being enthusiastically adopted by children seeking flawless skin.

Ellie-May, now 13, started her skincare journey at age eight, initially as a hobby during lockdown. Her TikTok account, featuring her extensive skincare and makeup routines, has amassed over 330,000 followers. Her mother, Sophie, stated that their family's social media content creation, which includes Ellie-May's platforms, generates over £50,000 annually, significantly impacting their lives.

The implications of this trend are multifaceted, raising concerns among health professionals and parents about the potential psychological and physical effects on young children. The early exposure to anti-aging ingredients and the pressure to maintain a perfect complexion at such a tender age are areas of particular focus.

Many young influencers describe themselves as brand ambassadors, promoting products from popular brands like Bubble, Drunk Elephant, and P. Louise. This commercial aspect further normalizes and encourages the consumption of these products by very young audiences. The sheer volume of content featuring children discussing and using these items suggests a significant market is being cultivated.

Experts express concern that this early immersion in a culture that prioritizes appearance and uses advanced skincare products could contribute to body image issues and potentially lead to skin sensitivity or adverse reactions due to the potent ingredients. The long-term consequences of such early engagement with beauty standards and product usage are yet to be fully understood.

While the aspiration for clear and healthy skin is understandable, the intensity and early onset of these routines among very young children highlight a broader societal shift influenced by digital media. The line between age-appropriate engagement with personal care and the pressures of online influencer culture appears to be blurring significantly.

Further research and discussion are needed to address the potential long-term impacts on children's well-being and to guide parents and educators in navigating this complex digital landscape. Unresolved questions remain about how to protect children from the potential harms of cosmeticorexia while acknowledging the creative and economic opportunities social media can present.