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The Truth Behind the Billion Dollar Tween Skincare Industry

Introduction

The preteen skincare trend has grown into a huge industry built around young audiences. Beauty brands have realized that marketing to preteens sells, and now entire product lines are being designed for kids who are still developing. There’s very little regulation in the beauty space, leaving companies with the freedom to market and formulate products as they wish.

What started as curiosity has turned into an aggressive marketing movement where influencers and retailers push multi-step routines and “anti-aging” products on children. Dermatologists warn that most of these products are unnecessary and, in many cases, harmful for developing skin.

The size of the market and how brands target preteens

A 2025 study published in Pediatrics (PubMed ID 40484399) reviewed 100 TikTok videos made by kids and found that most featured complex, adult-level routines filled with serums, acids, and anti-aging products. Some included more than ten steps and cost hundreds of dollars to replicate. 

Lack of ingredient regulation

The United States has very little regulation when it comes to cosmetic ingredients. The European Union bans 1,300 chemicals in cosmetics and Canada restricts or bans 573, while the U.S. only bans 11 chemicals. We recommend purchasing completely fragrance-free skincare products. 

Why adult skincare is risky for preteens

Young skin is not very different from adult skin. It has a thinner epidermis, a more delicate barrier, and higher sensitivity. Introducing strong active ingredients too early can lead to:

  • Chronic irritation and redness

  • Disruption of the skin barrier

  • Contact allergies that can last into adulthood

  • Early dependence on unnecessary cosmetic products

Bright, fun packaging often hides these risks. Products marketed as “clean,” “natural,” or “gentle” can still contain potential irritants that are unsuitable for preteens.

What preteen skincare should actually look like

If a child’s skin is healthy, they don’t need a full skincare routine. For most preteens, simple hygiene and sun protection are enough. 

When skincare is needed, it should come from brands that are formulated specifically for tweens and backed by pediatric dermatologists. Btwn Skincare and Bright Girl by Angela Casey are examples of lines designed to be gentle, fragrance-free, and hormone-safe.

A general approach might include:

Morning

  1. Gentle, fragrance-free cleanser (only if skin feels oily or dirty)

  2. Lightweight, non-comedogenic moisturizer

  3. Broad-spectrum sunscreen SPF 30 or higher

Evening

  1. Rinse with water or use the same gentle cleanser

  2. Moisturizer if skin feels dry

If acne appears, spot treatment with a mild product may be helpful, and further treatments should always be guided by a dermatologist.

What to avoid

  • Retinol, glycolic acid, and “anti-aging” ingredients

  • Multi-step routines with more than a few basic products

  • Harsh scrubs or chemical exfoliants

  • Fragrance-heavy skincare

  • Influencer-promoted routines not backed by medical advice

How to talk to kids about skincare

  • Emphasize that skincare is about health, not perfection.

  • Explain that healthy skin doesn’t need multiple steps or expensive products.

  • Help them recognize that influencers are often paid to promote what they use.

  • Encourage consistency with the basics and patience with results.

  • Stay involved in their choices and read labels together.

The bottom line

Young skin needs protection, not perfection. A simple, gentle approach is usually all that’s required. 

Everything else can wait. By keeping routines minimal and focusing on education over influence, parents can help their children develop healthy habits that last, while protecting their skin for years to come.