Pre-teens, or tweenagers between 10 and 12 years old, are no longer just smitten by boy bands and trendy designer clothes. Tweens are consumed with skincare. Visit your local Sephora, and you may witness “TweenAgers” clogging the aisles with backpacks and their youthful enthusiasm to confirm findings for pre-teen activities near me. Before shaking your head, recall your obsession with Bonne Bell lip smackers (or whatever was popular when you were a tween!) and your own pursuit of skincare now. So, how is this different?

Tweenagers in Marketing Demographics
From 2019 to 2022, annual skin care sales increased from $7.8 to $9.2 billion. These figures continue to skyrocket, with an expected reach of $167 billion by 2030. Gen Alpha, people born between 2010 and 2024, is a significant, growing part of this uptick. This pre-teen or tween group is projected to total more than 2 billion by the close of 2024, becoming the largest demographic and generation on earth! Also known as tomorrow's consumers, tweens are anticipated to have an estimated $580 billion in purchasing power by 2027. Social media influencers undoubtedly play a role in this sweeping movement, with tween influencers garnering millions of views themselves!

$kincare Ob$$e$$ed
While starting a skincare routine with gentle skin care products at a young age helps develop a lifelong habit of healthy self-care, experts worry that today's pre-teen skin care craze involves some potentially unhealthy factors. Certainly, dermatologists praise good skincare routines for all ages but advise that we teach children how to properly care for their skin early with natural products and a simple approach. This starts with reading labels to ensure they aren’t overdoing it, as not all products and ingredients are age-appropriate for tender, pre-teen skin. Resurfacing retinoids, acids, and growth factors are not necessarily suitable for pre-teens or tweenagers and can irritate younger, tender skin, causing dryness, redness, inflammation, and rashes. While those with acne can benefit from more active formulas with salicylic acid, beyond that, gentle formulas for sensitive skin are more suitable. On a psychological level, this preoccupation is potentially harmful for budding psyches. It could lead to impulse buys of destructive trends that could compromise skin health. But it can also lay the groundwork for a shopping addiction, where “wants” become “needs” in an over-emphasis on beauty or “must-haves,” which creates an external, elusive, and false sense of confidence.

However, some beauty veterans indicate that this trend is harmless, dismissing the notion that tweens are trying to change their skin. They highlight the fun, joy, and satisfaction aspect in discovering and trying something new and that skincare is a way to bond with friends and be up to date with the hottest trends. Like similarly and disturbingly marketed vape products with cute, playful packaging, names, and sweet, fruity aromas, it can be financially burdensome and fraught with irritation due to overuse and misuse.

Gentle Skin Care for Tweens
Most tweenagers only need a simple, gentle skin care routine with skincare basics and ingredients like aloe vera, chamomile, and horse chestnut. Here’s a sample regimen ideal for tweens without acne:

Step 1 - Cleanse: Use a gentle cleanser to remove dirt, oil, and impurities. For those noticing an uptick in oil, a Sulfate free, lightly foaming natural face cleanser for oily skin will keep their skin clean without stripping away vital moisture. Otherwise, a creamy natural face cleanser for sensitive skin will do the trick.

Step 2 - Moisturize: Apply a gentle moisturizer daily to preserve natural moisture levels. For t-zone shine, opt for a moisturizer for combination skin instead.

Step 3 - Protect: Apply sun protection with at least SPF 30 daily, like Pevonia’s Hydrating Sunscreen Broad Spectrum SPF 40, to shield the skin from harmful UV rays.

If your tween is wearing mascara or other eye make-up, advise them to use a natural eye makeup remover that is safe for the eyes, lashes, and delicate eye contour. And, as most tweens love lip balm, this is a perfect opportunity to teach them about clean skincare ingredients—why natural oils, colors, and fragrances are healthier options.

For tweens exhibiting breakouts, here’s a gentle skincare routine for acne symptoms:

Step 1 - Cleanse: An acne cleanser for teens should also contain naturally sourced Salicylic Acid and physical “buffing” agents to help keep pores clear .

Step 2 - Moisturize: Apply a non-comedogenic moisturizer for acne prone skin that won’t over dry the skin.

Step 3 - Protect: Apply sun protection with SPF 30+ daily to defend skin from damaging UV rays.

Bonus steps include Alcohol free toners to complete cleansing and clean skincare face masks, including acne masks for teens.