The news: TikTok tweens and teens who make popular “Get ready with me” skincare routine videos may be harming their skin, according to a study in Pediatrics.

Digging into the data: Two researchers from Northwestern University reviewed 100 skincare regimen videos created by girls aged 7-18 with each one averaging 1.1 million views. The investigators found the content by creating TikTok accounts as 13-year-olds and using the “For You” tab.

• The 25 most-viewed videos contained an average of 11 potentially irritating active ingredients, and up to as many as 21. The study noted that 20 of the inactive ingredients are on the pediatric dermatological baseline skin sensitivity panel for children older than 6.
• Across all videos, the girls used an average of six skincare products with an average total cost of $168 per video, although some cost more than $500.
• Only 26% of the daytime routine videos included products with sunscreen.

Zooming out: Youth skincare is big business. In 2023, households with Gen Alpha tweens (ages 6-12) spent $2.4 billion more and those with tweens (ages 13-17) spent $2.3 billion more on skin care products than households without children in those age ranges, per a NielsenIQ study.

Why it matters: While the TikTok study is the first peer-reviewed research of the risks and benefits of the videos, pediatricians, parents and healthcare advocates have been raising concerns about the potential harm in marketing anti-aging or exfoliating skincare to children on TikTok and social media.

Last year, popular skincare brands Drunk Elephant and Bubble Beauty posted warnings on social media that some of their products may not be safe for kids’ skin, per ABC. Other beauty and skin brands such as Kiehl’s and Estee Lauder’s brand The Ordinary created online campaigns discouraging the need for 10-step skincare routines.

The takeaway: Lawmakers and enforcement agencies like NAD and CARU are increasingly looking at skincare brand marketing to children. A proposed law in California would make it illegal to sell anti-aging skin care products to anyone under age 18.

Amid the closer social media scrutiny, skincare health brands should be clear about products that are not made for young skin. Social media teams need to be aware and proactive when interacting with tween and teen content creators.

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