Glow Before Growth? The Rise of Kids’ Skincare Culture in India Raises Concerns
By SheSight Editorial Board
“At first, it looked innocent — kids wanting to look good. But now I can see it’s slowly becoming a dangerous obsession,” says Anjali Chandran, an entrepreneur, social media influencer, and Malayalam writer who uses her platform to raise awareness about issues affecting women — from domestic violence to emotional wellbeing.
Anjali has been observing a silent but alarming trend unfold across Indian cities: the growing obsession with skincare and beauty routines among children, particularly pre-teen girls. What may have started as playful imitation is now being shaped by the powerful hands of the global beauty industry — and Anjali believes we’re not paying enough attention.
“I recently visited a Zudio store,” she recounts. “There, I saw two girls — barely 10 or 11 years old — testing serums and tinted lip balms with the confidence of seasoned influencers. That’s when it hit me: Sephora Kids isn’t just a Western trend anymore. It’s here. It’s happening.”
A Billion-Dollar Industry Meets Impressionable Minds
According to the 2023 Global Cosmetic Industry Report, the kids’ skincare market surged past $1.5 billion in annual growth. Brands have begun marketing specifically to children, crafting products with sweet scents, shiny packaging, and social-media-ready aesthetics — all designed to appeal to curious, image-conscious tweens.
Meanwhile, the 2024 Common Sense Media Report reveals that children under 10 now spend an average of 2.5 hours a day on mobile devices, a significant portion of which is spent consuming beauty content.
“This isn’t just self-care anymore,” Anjali warns. “It’s insecurity-based consumption — driven by the subtle message that unless you ‘glow,’ you’re not enough.”
Books Forgotten, Lip Balms Packed
She’s not the only one noticing a shift. Parents are reporting cases where school-going children forget to carry their textbooks but never forget their makeup kits. At birthday parties and school events, even 9- and 10-year-olds show up with tinted cheeks and glossy lips.
“Retinol, AHA, niacinamide — these are serious skincare ingredients meant for adult skin issues. But now they’re part of what many kids call their ‘starter skincare kits,’” says Anjali. “The problem is, most of these products don’t carry age-appropriate safety labels, especially in India.”
The Deeper Issue: Worth Tied to Looks
Beyond the creams and serums lies a much deeper concern — how young children are learning to view themselves. The pressure to be “presentable” is slowly morphing into the belief that only beauty brings acceptance.
“Reels, pre-teen influencers, and online beauty content keep telling them, without saying it out loud — ‘You are not good enough unless you glow.’ That’s the real danger,” Anjali explains.
Children are absorbing this message at an age when their sense of identity is still forming. This leads to increasing comparison, reduced self-esteem, and growing anxiety about appearance — all of which can have long-term emotional consequences.
Let’s Talk — Not Ban
Anjali is quick to clarify that this is not about banning makeup or policing kids’ interests. It’s about creating space for meaningful conversations.
“If your child is curious about skincare or makeup, don’t panic,” she says. “Sit beside them, explore together, explain what’s appropriate for their age — but more importantly, let them know they are enough as they are.”
She urges parents, educators, and communities to shift the conversation from outer glow to inner growth:
“Let’s teach our kids that true glow comes from confidence, calm, creativity, and kindness — not creams.”
Anjali’s voice, grounded in her own experiences as a woman, a creator, and a mother-figure to her online community, is a timely reminder that childhood must remain a space of play, imagination, and authenticity.
“Some glow creams won’t change a thing,” she says. “But one real word from a parent or teacher — ‘You’re beautiful just the way you are’ — that can change everything.”
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