The world of skincare is evolving, and it's not just adults who are getting in on the action. A recent investigation by The Guardian has uncovered a disturbing trend: toddlers and young children are being featured in TikTok videos demonstrating skincare routines, raising concerns about the beauty industry's reach and the lack of safeguards for child influencers. This article delves into the dark and exploitative side of children's beauty videos on TikTok, exploring the implications and the need for regulatory action.
The Rise of Toddler Skincare
The investigation found that 400 TikTok videos out of 7,600 skincare-related posts analyzed featured routines or advice presented by children believed to be under 13. At least 90 of these posts featured under-fives, including babies and toddlers. This trend is particularly concerning given that dermatologists have stated that children do not need multi-step skincare routines and that the trend is fuelling anxiety about appearance at ever younger ages.
One of the most alarming examples of this trend is a video featuring a primary-school-aged child doing a skincare routine before school. The child explains that she is trying to achieve 'glass skin', a term for an intensely hydrated and smooth complexion. In another video, a mother holds her two-year-old up to the camera and prompts her to say 'welcome to my skincare' before applying what appears to be moisturizer to her daughter's face, using the hashtag 'toddlersoftiktok'.
The Exploitative Nature of the Industry
The absence of clear safeguards for child influencers is a major concern. While child performers in film, television, and modeling are protected by labor laws regulating working hours, pay, and safeguarding, no comparable laws exist to protect children on social media. This leaves young people vulnerable to exploitation, and the beauty industry is taking advantage of this gap.
The Guardian found evidence that in many cases, the young people featured in TikTok videos had received free products in exchange for posting about the brand online in programs open to young influencers. This raises questions about the ethics of the industry and the potential harm it can cause to children.
The Impact on Children
The impact of this trend on children is significant. Dermatologists warn that skincare for children is largely unnecessary and, in some cases, could damage skin. Amy Perkins, a dermatologist, states that 'Most children do not need skincare beyond gentle soap, simple moisturizing if their skin is dry, and sunscreen when outdoors. The current trend for multi-step 'glow' or 'anti-ageing' routines in children is being driven by social media and marketing, not dermatology'.
Another dermatologist, Emma Wedgeworth, adds that very young children should not be on social media or sharing 'skincare routines'. She states that 'Young children do not have the necessary knowledge, skills, or judgment to assess products for their skin'.
The Need for Regulatory Action
The rise of toddler skincare on TikTok highlights the need for stronger and more responsive online safety regimes. The UK government has launched a consultation to address this issue, which will look at everything from age limits and safer design features on AI chatbots and games to a social media ban. However, this is not enough. The beauty industry needs to take responsibility for its actions and ensure that child influencers are protected from exploitation.
In conclusion, the world of skincare is evolving, and it's not just adults who are getting in on the action. The rise of toddler skincare on TikTok is a disturbing trend that highlights the need for regulatory action to protect children from exploitation and ensure that the beauty industry is held accountable for its actions.
