Cosmeticorexia: How girls are falling down a skincare rabbit hole
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- Ellie‑May (13) has a TikTok account with over 330,000 followers and began sharing skincare videos at age eight.
- Sophie (Ellie‑May’s mother) says the family earns over £50,000 a year from posting skincare and related content across TikTok, Facebook, YouTube, and Snapchat.
- Children as young as three or four are posting “get ready with me” skincare videos on social media platforms.
- Brands such as Bubble, Drunk Elephant, and P. Louise are featured by child influencers, while a source close to Drunk Elephant says the brand is not youth‑focused and is educating customers on responsible use.
- K‑Pop Demon Hunters‑themed skincare packs are marketed for a “glow‑boosting routine” aimed at achieving luminous skin.
Why it matters: Families of child influencers gain substantial income—Ellie‑May’s family earns £50k annually—while brands receive early exposure to a youthful audience, prompting some brands to distance themselves from the youth market.
