With schools reopening, a familiar sight has returned to social media and one that has become increasingly common in recent years: children- primarily schoolgirls – standing in front of the mirror early in the morning, experimenting with makeup and increasingly elaborate skincare routines; applying blush, mascara, and lip gloss, before picking up their schoolbags and heading to class.
Children and teenagers now know the names of active skincare ingredients, seek out specific brands and use products that, until a few years ago, were primarily marketed towards adults.
Interest in makeup among children is increasing, with their first encounters with the beauty industry appearing to begin at ever younger ages.
But where does play and experimentation end, and where do pressure over appearance and potential harm to children’s and teenagers’ skin begin?
There are currently no specialised statistics showing the age at which children begin using cosmetics, nor detailed data on consumption among children and pre-teen girls.
However, the Panhellenic Association of Cosmetics and Perfumery Manufacturers and Representatives (PSVAK) confirms that this is an international trend that has been amplified by TikTok, Instagram and children’s constant exposure to beauty content.
PSVAK Director-General Ioanna Valaskopoulou told the Athens-Macedonian News Agency (ANA-MPA) that teenagers and pre-teens are now much more familiar with products, brands and trends that were previously aimed primarily at older consumers.
Their interest is not limited to makeup, but extends to facial cleansers, creams, serums and sunscreen.
Children also often arrive at shops already knowing exactly what they want, asking for a brand or specific product they have seen used by an influencer or featured in a viral video.
What does early skincare mean for children’s skin?
From a medical perspective, daily makeup use at younger ages can pose particular challenges.
Sotirios G. Theocharis, president of the Hellenic Dermatological and Venereological Society (EDAE), told ANA-MPA that children’s and pre-teens’ skin is more sensitive and can more easily develop irritation, allergies or acne.
The most common problem does not come from using a single mild product, but from the daily application of multiple cosmetics or powerful active ingredients.
Adverse reactions can include dryness, redness, itching, burning sensations, peeling, allergic contact dermatitis and worsening acne.
Particular care is needed around the eyes, while fragrances and certain preservatives are frequent causes of allergic reactions. Even naturally derived ingredients can trigger a reaction.
According to Theocharis, there is no single ingredient that should be universally prohibited for all children. What should be avoided is the unnecessary use of powerful active ingredients, such as strong exfoliating acids, without a specific dermatological reason.
For a child or teenager without a dermatological condition, skincare can remain simple: a gentle cleanser, fragrance-free moisturiser and daily broad-spectrum, water-resistant sunscreen with SPF 30 or higher.
“Social media can create the impression that a child needs an adult beauty routine. From a medical perspective, this is neither necessary nor correct. Children’s skin does not need dozens of products. It needs protection, proper care and moderation,” Theocharis said.
He stressed that excessive use is the red line for dermatologists.
Although younger children’s growing interest in makeup and skincare is increasingly visible, there is insufficient epidemiological evidence to demonstrate an increase in skin problems caused exclusively by makeup.
There is, however, scientific evidence that children’s repeated and increased exposure to cosmetics can heighten the risk of irritant or allergic contact dermatitis.
‘A mirror that never ends’
Beyond its potential effects on the skin, teenagers’ relationship with makeup inevitably raises questions about appearance and body image.
However, a teenager wanting to wear makeup is not in itself an indication of low self-esteem, nor does it necessarily mean a child is trying to grow up too quickly.
Gerasimos Makris, MD, MSc, PhD, a child and adolescent psychiatry resident, psychotherapist and lecturer in Developmental Psychology at the Athens University of Economics and Business, places the trend within the broader process of development.
With the onset of puberty, from around the age of 10, children’s bodies begin changing at a pace they cannot control and may not always fully understand.
At the same time, the opinions of their peers begin to carry greater weight than they did during childhood.
Makeup can therefore become a form of experimentation, allowing children to try different versions of their appearance and explore how they want to present themselves to others.
“It does not necessarily mean that a girl who wears makeup does not love herself or has low self-esteem,” Makris said.
At younger ages, it may simply be play or imitation. During adolescence, it can become a way of managing a changing relationship with the body, while also exploring social conventions connecting makeup with femininity.
Social media creates constant comparison
Social media did not create teenagers’ desire to think about their appearance. It has, however, transformed the intensity, duration and scale of their exposure.
According to Makris, technology has given teenagers “a mirror that never ends”.
Their image is immediately reflected back through comments, likes, view counts and comparisons, while filters, lighting, editing and cosmetic interventions can present beauty as something that can, and should, constantly be perfected.
The problem begins when the search for recognition turns into continuous evaluation.
Rather than simply experimenting with their appearance, a child may begin to feel they need to change how they look to gain acceptance or receive more reactions online.
“The child then constantly compares their face, body and life with images of other people. Influencers reinforce this process because they present appearance as something that can be perfected,” Makris said.
Signs parents should pay attention to
To understand when there may be a problem, parents need to look beyond how often a teenager wears makeup and consider the role it has assumed in their life.
The same lipstick might be a form of play, imitation or experimentation before a party for one child, while for another it may become something they feel unable to leave the house without.
Similarly, there is a difference between a pre-teen wanting to wear makeup to a party and being unable to attend school without concealing a spot or physical feature that causes intense distress.
Parents should therefore consider not only how frequently their child wears makeup, but how much psychological space appearance occupies in their daily life.
Signs requiring attention include persistent or compulsive use of mirrors or cameras, a constant need for reassurance about appearance, continual comparisons with other children or people on social media, avoiding school or social activities because the child believes they do not look good enough, sudden changes in mood or behaviour, and social isolation.
The phrase that changes the level of concern, Makris explained, is when “I don’t like my face today” becomes “I can’t bear people seeing me like this”.
Setting boundaries without imposing them
When it comes to how parents should respond, Makris said neither outright prohibition nor simply saying “but you look fine” is particularly helpful.
Instead, children need space to discuss how they feel about being seen and judged by others.
If concerns about appearance are accompanied by severe anxiety, isolation or an inability to continue normal daily activities, parents can seek help from a specialised mental health professional.
Makris said the most important thing parents can do is allow children to develop their own relationship with their appearance, body and gender.
“Parents need to provide boundaries without imposition and freedom without abandonment,” he concluded.
Also read: Cabinet approves bill to introduce minimum age for social media use
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