This paper aims to address the emerging trend of preteens engaging in purchasing advanced skincare products, often inappropriate for their age and skin needs. This phenomenon is largely driven by the social media exposure and beauty influencers who promote adult-oriented skincare routines. While this trend contributes to increased retail sales, it also raises concerns related to consumer vulnerability, well-being, in-store disruptions, ethical dilemmas and regulatory debates.
This study adopts a triangulated qualitative design combining 20 semi-structured interviews with 10 parents and 10 children to explore attitudes, motivations and perceived impacts. In addition, a content analysis of the social media activity of ten child beauty influencers on TikTok and Instagram was conducted.
The findings of this study suggest that influencer-driven marketing environments are associated with aspirational consumption, product desire and identification with beauty influencers. because of limited advertising literacy, children appear particularly vulnerable to these influences. Repeated exposure to beauty-related content appears to normalise adult-oriented beauty routines, unrealistic expectations, material dissatisfaction and psychological pressure. This study highlights ethical concerns, as commercial interests often blur age-appropriate boundaries and prioritise sales over children’s well-being.
This study has several limitations. Its qualitative and exploratory design, based on 20 interviews and digital content analysis, does not aim for statistical generalisability but for an in-depth understanding of an emerging phenomenon. The findings may be transferable to similar contexts involving influencer-driven consumption among young audiences, but should be interpreted within the specific digital, cultural and sectoral context examined. In addition, the focus on children engaged in beauty-related influencer culture limits the scope of the conclusions. Finally, the interpretive nature of qualitative research requires reflexivity, particularly when working with children whose perceptions may vary in clarity and depth.
The findings offer practical guidance for responsible marketers and brands in digital retail and beauty-related sectors. As children engage with influencer content through identification and aspiration, marketers should avoid campaigns that encourage age-inappropriate beauty routines or blur the distinction between entertainment and persuasion. Greater transparency in influencer partnerships, clearer advertising disclosures and age-appropriate content design are essential. Brands should recognise that commercial pressure is normalised in children’s digital environments and should prioritise developmental appropriateness over emotional attachment or product desire. Children should be treated as vulnerable stakeholders, and campaigns should include parental guidance tools and educational elements.
The findings have important social and policy implications. Governments and regulatory bodies should consider stronger standards for influencer-driven marketing targeting minors, especially when promotional content is embedded within entertainment or lifestyle formats. Educational institutions can support children by strengthening media literacy programmes that help them recognise persuasive intent and critically assess commercial messages. More broadly, protecting children in digital environments requires coordinated action among brands, platforms, parents, schools and policymakers. Ethical and participatory approaches can help reduce commercial pressure on children while promoting greater trust, responsibility and well-being in digital consumer environments.
While previous research has explored children’s vulnerability and influencer marketing, limited attention has been given to the intersection of beauty retail, child influencers and children’s earlier engagement with consumption practices typically associated with older audiences. This study addresses this gap by examining how influencer-driven beauty content contributes to children’s consumption aspirations, illustrated by the recent Sephora Kids phenomenon.
