Social media's pervasive influence is increasingly shaping the ideals and insecurities of young girls, particularly concerning beauty standards and aging. This influence manifests alarmingly in the growing trend of pre-teen girls using anti-aging products, driven by viral content and influencer endorsements on platforms like TikTok and YouTube. While seemingly harmless, this trend carries hidden emotional and psychological harms that extend beyond potential physical damage to their sensitive skin.
One of the most significant impacts of social media is the creation of unrealistic beauty standards. In an era dominated by filtered images and artificial intelligence, young girls are constantly bombarded with images of flawless, often unattainable, beauty. This constant exposure can lead to intense self-comparison, affecting self-esteem and body image. As Charlotte Markey, a body image expert and Rutgers University psychologist, notes, the message to young girls is that they are a "never-ending project to get started on now" and are "not OK the way they are." This messaging can be particularly damaging during puberty when girls are already vulnerable and searching for their identities.
The pressure to conform to these idealized standards fuels anxiety, depression, and even eating disorders. Studies have shown a correlation between social media use and increased feelings of depression, anxiety, poor body image, and loneliness, especially among girls aged 10 to 14. The adolescent brain, still developing, processes self-comparison in ways that can pose real risks to mental health. Moreover, the societal acceptance of body dissatisfaction in teen girls as normal can create a dangerous environment where their concerns are dismissed, further exacerbating the issue.
The allure of anti-aging products is amplified by "skinfluencers," many of whom are children themselves, showcasing elaborate skincare routines and "hauls." These videos, often viewed millions of times, create a sense of community and make young girls feel like they need these products to fit in. Mia, a 14-year-old, admitted that she felt like skincare was the "only way I could fit in," leading her to save her allowance for expensive products from brands like Glow Recipe and Drunk Elephant. This desire to participate in social trends and emulate influencers can lead to excessive consumption and a focus on appearance as a status symbol.
Beyond the immediate gratification of participating in a trend, the use of anti-aging products instills a fear of aging at a young age. As Jessica Sutherland and Heather Widdows from the University of Warwick put it, these children are becoming afraid of aging and "afraid of living in our skin," seeking the "immovable skin of the Instagram image." This fear is further perpetuated by predatory marketing tactics that target a younger audience, using colorful packaging and enticing names to attract them.
The psychological consequences of this trend are far-reaching. Lingering anxiety, self-consciousness, and feelings of inadequacy can plague young girls as they navigate their formative years. As Kris Perry, executive director of Children and Screens, points out, girls are being bombarded with idealized images of beauty that establish a beauty standard that could be very hard, if not impossible, to attain.
Recognizing the potential harm, some steps are being taken to address this issue. California Assemblymember Alex Lee has been trying to ban the sale of anti-aging skincare products to children under 18. Attorney General William Tong has cautioned parents and sent a letter to Sephora regarding the marketing of these products to children.
To mitigate the negative impacts, experts recommend that parents take an active role in monitoring their daughters' social media use and promoting media literacy. Teaching girls to critically analyze the content they see online and understand the potential impact on their self-image is crucial. Open communication, encouragement of activities that build self-esteem based on abilities and accomplishments, and setting tech-free zones can also help protect young girls from the hidden emotional and psychological harms of social media's influence on anti-aging product use.
