A few days ago, I was scrolling through my For You page when I came across something that stopped me in my tracks: a 10-year-old casually applying retinol. At first, I thought it was a joke. But as I kept scrolling, I saw more and more kids with full-fledged skincare routines—serums, toners, eye creams, even chemical exfoliants. It felt surreal. When I was 10, my "skincare routine" was just soap and water, plus the sunscreen my mom forced me to wear before running outside to play. Now, kids barely old enough to ride a bike are worried about wrinkles. How did we get here?
The truth is, skincare is no longer just about skin—it’s about identity, self-worth, and, in many cases, fear. The global skincare industry, worth over $140 billion, isn’t just selling products; it’s selling confidence, aspirations, and the idea that perfection is attainable if you just buy the right thing. But beneath the glossy marketing and influencer recommendations, psychology is shaping the way we see ourselves in the mirror—and the way we spend our money.
The Rise of Sephora Kids—Why Are 10-Year-Olds Using Skincare?
Looking back, my biggest worries as a kid were collecting Barbies and figuring out what adventure I’d go on next. But today, kids are growing up in a world where self-image is under a microscope from the moment they create a social media account. Social Comparison Theory explains part of this phenomenon: we judge ourselves based on how we measure up to others (Garcia & Halldorsson, 2025). When a 10-year-old sees their favourite influencer with a flawless, glowing complexion, it’s only natural to wonder if they should be doing more.
This kind of exposure isn’t just affecting teens—it’s trickling down to kids who are barely old enough to understand what a moisturizer does. Brands have taken notice. “Clean” skincare lines now market directly to children, using pastel packaging and fun names to make their products feel like an essential part of growing up. And while skincare can be a form of self-care, this messaging reinforces the idea that beauty—and by extension, self-worth—starts young.
Misinformation: Trends Doing More Harm Than Good
I remember being 12 and binge-watching Vogue’s "Get Ready With Me" videos, fascinated by how effortlessly celebrities like Kendall Jenner and Selena Gomez layered their products. I wanted to recreate their routines, so I did what any pre-teen would do—I followed DIY skincare hacks from YouTube. I slathered toothpaste on my pimples, mixed random kitchen ingredients into face masks, and believed that the more products I used, the better my skin would be. Spoiler: it wasn’t.
Now, the trend of misinformation has evolved. Kids are mixing their own "skin smoothies," blending active ingredients like vitamin C, niacinamide, and acids without understanding how these chemicals interact (Ries, 2023). Instead of achieving the glowy skin they see online, many end up with irritation, breakouts, or worse. The Dunning-Kruger effect, a cognitive bias where people overestimate their knowledge in areas where they lack experience, is at play here (Cherry, 2024). Many young skincare enthusiasts believe that because they’ve watched a few TikToks, they understand complex dermatology concepts—but true knowledge takes time and expertise.
Without proper education, these habits can do long-term damage, all in the pursuit of an impossible beauty standard. So, where do we go from here? It’s time to shift the conversation. Instead of marketing fear, we need to teach kids (and honestly, ourselves) that skincare should be about health, not perfection.
The Science of Dopamine and Why We Keep Buying More
Ever notice how good it feels to unbox a new skincare product? That’s dopamine at work. Often called the brain’s "feel-good" chemical, dopamine is released when we experience pleasure—whether it’s from buying something new, eating our favorite food, or getting likes on a post (Watson, 2024). This momentary high makes us want to repeat the behavior, which is exactly why shopping for skincare can feel so addictive.
But dopamine isn’t the only thing influencing our choices—fear plays a role, too. The beauty industry thrives on scarcity marketing (“limited edition” drops), authority appeals (“dermatologist recommended”), and anti-aging messaging that makes us worry about every fine line and pore. The result? We keep buying, convinced that the next product will be the one that finally gives us perfect skin.
What Skincare Routines Do We Actually Need?
Here’s a truth that took me years to learn: you don’t need a 10-step routine for healthy skin. In fact, doing too much can sometimes cause more harm than good. The essentials? A gentle cleanser, a moisturizer, and sunscreen. Everything else should be used intentionally, based on your skin’s actual needs.
For me, simplifying my routine was a game-changer. After years of jumping from trend to trend, I took a step back. I focused on hydration first, using a basic moisturizer that actually worked. Once my skin felt balanced, I tackled breakouts with a treatment recommended by my doctor. The change was immediate—not just in my skin, but in my mindset. I felt less stressed, less overwhelmed, and more in tune with what my skin actually needed.
Here are some practical tips to simplify your skincare routine:
Stick to the basics and only add products if they address specific needs.
Choose science-backed products over trendy ones—research and evidence matter.
Be patient—skin improvements take time, so consistency is key.
Unmasking the Truth About Skincare
The skincare industry is built on psychology—on our desires, insecurities, and the way we perceive ourselves. It’s easy to get caught up in the cycle of comparison and consumerism, but at the end of the day, skincare should be about feeling good in your own skin, not chasing an unattainable ideal.
Your skin has texture. Pores are normal. Wrinkles are a sign of life, not something to fear. Instead of endlessly searching for the “perfect” routine, let’s shift our focus to what actually matters: healthy, happy skin. Because when we take a step back, we realize that confidence isn’t something you buy—it’s something you build.
Citations
Garcia, S. & Halldorsson, A. (2025). Social comparison. In R. Biswas-Diener & E. Diener (Eds), Noba textbook series: Psychology. Champaign, IL: DEF publishers. http://noba.to/y4urxhvj
Commentaires