In today's episode, I am diving deep into a phenomenon sweeping the lives of our teens and tweens—especially girls—the growing obsession with high-end skincare, makeup, and fragrance. If you look at your social media feed or walk into a sephora or Ulta, it is very clear that skincare and makeup are no longer just for women. Our girls have been drawn into complex skincare and makeup routines by glamorous influencers and persuasive marketing campaigns targeted directly at them. And it’s not just girls experiencing this, boys are interested in products like cologne, hair gel and body spray as well. While makeup and skincare is fun for our girls, it’s important to recognize that this obsession has real implications. It can affect self-esteem, your family’s budget, and the thing that worries me most, is the impact of toxic chemicals found in many of these products on the developmental health of our kids. I know that many of you are seeking guidance on how to approach these conversations with your kids. I promise that this episode will offer you both valuable insights and effective strategies to help foster both healthier choices and conversations with your kids about makeup and skincare. You will walk away feeling more informed and empowered to navigate this complex issue. I’ve been thinking about doing an episode on this topic for months now. In the past year I have hosted 4 events for tween and teen girls to talk about skincare and makeup, what’s appropriate for their skin and how to choose safer products. A few months ago, one of my favorite parenting podcast, actually the only parenting podcast I listen to, Ask Lisa with Dr. Lisa Damour covered the topic of why kids, specifically a 10 year old in this case is hooked on Luxury skincare. The episode was great, but it was missing one key component, she never talked about the safety risk of some of the ingredients in these products. So, in today’s episode I want to share some of the great points that Dr. Lisa Made to help parents address this issue, and add my own perspective. Let’s start with the big and important question, why are young girls so obsessed with skincare and makeup? Dr. Lisa provided some great insights into this behavior that I had necessarily thought about before. Part 1 Why are girls into skincare and cosmetics? The first being` that collecting is truly a Timeless Tween Tradition Remember when we were kids? It was all about Beanie Babies, Pogs, or Pokémon cards. Well, today's young girls are no different, except now, the collectibles have taken a glamorous turn into the world of beauty. Just the other day, a friend shared a story about her daughter who was absolutely set on getting a specific pink skincare product. Why? Not just for the product itself, but because the bottle would look perfect in her collection. This story really highlights how these items are more than just skincare or makeup for our girls; they're part of a curated collection that expresses their identity and that word that I’ve come to loathe but I am going to use it anyway because they’re using it, aesthetic. The second point that Dr. Lisa brought up is that girls are drawn to these products because they like things that are cute, flowery and fruity. It’s about the color and the smell that is youthful and fun and playful. I am sure you Have noticed how many of these products are designed to be almost irresistibly attractive? They come in pastel colors, adorned with cute logos, and often smell like a basket of fruits. It's almost like walking into a candy store, but for your skin! This sensory appeal is a huge part of what makes these products so enticing. They're not just skincare items; they're also an experience for our girls that appeal to multiple senses. A perfect example of this is drunk elephant products. Years ago they were marketed as high-end clean skincare to middle aged women, now the packaging and hte out of box experience is playful with bright neon colors and geometric shapes. They are 100% marketing to Gen z and Gen alpha. Dr. Lisa's third observation highlights a significant aspect of growing up: the profound influence of childhood fascination. Historically, young girls have emulated their mothers, from household chores to makeup routines to dressing up in high heels. This long-standing interest in adolescence isn't new, but what has changed is the role of social media. Nowadays, tweens not only hear about the glamorous lives of older girls, but they also see it—every day, perfectly curated on Instagram feeds and vibrant TikTok videos. Next, we'll delve deeper into the impact of social media on this phenomenon. In essence, this isn't just about skincare or makeup; it's about collecting memories, crafting identities, and stepping into a larger, more colorful world. So, as we dive deeper into this episode, let’s keep in mind the layers and complexities of this trend—it’s much more than skin deep. Party 2 What’s driving it. Seeing younger girls and older girls. It’s easier for us to understand. But for younger girls. It seems like they are paying attention to their looks even earlier. Social media influencers posting their day and all their products. Older= more social media driven, yet girls are getting access to social media at a younger age. Are boys into this? Not quite, but boys are into cologne, body spray, etc. Social media platforms are like windows into a world they're eager to join. Through these digital panes, they watch older teens showcasing their skincare routines and makeup skills, all while looking effortlessly chic and confident. It's powerful, it's enticing, and it makes them want to emulate those looks, hoping to capture a bit of that magic for themselves. It’s about playing at being older, experimenting with identities, and sometimes, it's about feeling a part of that seemingly glamorous world they aspire to enter. The Role of Social Media: That girl videos, sephora girl. Here’s my perfect day. Wake up, eat this. Do this skincare. These videos are influenced. For kids who don't have social media. They can get it from siblings. They don’t have to be on social media for this to be finding its way to them. Or kids with social media. It’s like a virus. You can’t contain the exposure. It’s the hot trend of the moment, good news, it will be replaced by something else. Add about the role of marketing targeted towards girls. Store displays,etc. So what’s driving this? You might be thinking, my daughter is 10 years old and she’s not on social media, so how can that really be impacting her? The Ubiquity of Social Media Influence Even if younger girls aren’t directly active on social platforms, the influence is pervasive. it finds its way to them through siblings, friends, or even overheard conversations at school. They see older teens modeling sophisticated skincare routines or showcasing their latest makeup hauls, and the message is clear and powerful: this is what it looks like to be confident and beautiful. And, It’s not just about watching someone apply a product; it’s about the narrative that goes with it. The "That Girl" videos or the "Sephora hauls". These are not just tutorials; they are a promoting a lifestyle to these young girls that makes having these products the thing to do. The Inescapable Pull of Marketing Beyond the screens, the role of direct marketing is incredibly potent. Walk into any major beauty store, and you’ll see displays that are eye candy for young consumers. These aren't just shelves; they’re carefully crafted messages aimed at young minds, designed to pull them in with bright colors, appealing designs, and promises of social acceptance and personal transformation. Store displays, particularly those in high-traffic areas like malls, play a critical role. They're often placed at eye level for younger consumers, and the imagery is directly from the social media pages they admire. It creates a seamless connection between the online glamour they aspire to and the physical products they can own. It’s a loop of influence that feeds into itself—what they see online, they seek in stores, and what they see in stores, validates what they see online. The Early Start and the Role of Boys it’s not just the girls—boys are dipping their toes into this world too, albeit in different ways, like with colognes or body sprays. The culture of personal care and enhancement is broadening its reach, encompassing a younger and more diverse audience. The Viral Nature of Trends And here's something we all know too well—trends are like viruses. They spread fast, they mutate, and before you know it, they're everywhere. The good news? They do eventually get replaced by the next big thing. But while they're hot, they can dominate our kids' interests and conversations, becoming the "must-have" or the "thing to do." This pervasive and almost invasive nature of beauty trends through social media and targeted marketing creates a challenging environment for young girls and boys trying to find their footing in the social hierarchy of school and peer groups. As parents, it becomes our subtle task to help them navigate these waters, distinguishing between harmless trends and those that may warrant a closer look or a deeper discussion. As we move forward, let's keep this dialogue open, not just between us but with our kids too, helping them develop a healthy relationship with trends, self-image, and social media. Part 3. So what are the problems with this obsession? It is all these things. It’s also potentially harmful to their health. Expensive Capitalistic Unnecessary Vain Self-indulgent Creates Body Image and Self-Esteem Issues: There is a Connection between skincare obsession and mental health challenges like anxiety and body dysmorphia. The role of unr
