An alarming number of young girls are getting swept up in a dangerous online beauty craze — and doctors say it could be hurting their skin and their self-esteem.
A new peer-reviewed study from Northwestern University is raising red flags over the growing number of girls, some as young as 7, adopting elaborate skincare routines they discover on TikTok. Many of these routines include powerful active ingredients meant for adults, and doctors warn they may be doing more harm than good.
“We’re seeing girls use products that cause burning, redness, and even allergic reactions,” said Dr. Molly Hales, the study’s lead author and a board-certified dermatologist. “It’s concerning not just from a medical perspective, but also from a mental health one.”
Beauty at a Cost
The study analyzed 100 popular TikTok videos after researchers created accounts posing as 13-year-olds to gain insight into what the platform recommends. What they found was disturbing: tween and teen girls are routinely layering up to a dozen products on their skin — and paying a steep price for it.
Researchers estimate the average cost of these skincare regimens is $168 per month, with some spending over $500. Many of the routines include cleansers, toners, serums, masks, moisturizers, and eye creams, with an average of 11 active ingredients per video.
One viral video showed a young girl applying 10 different products in under six minutes. Midway through the clip, she began complaining of a burning sensation. By the end, her skin was visibly irritated.
“This is a classic case of too much, too soon,” said Dr. Tara Lagu, senior author of the study. “These products aren’t just expensive—they’re often inappropriate for developing skin.”
A Dangerous Mix
According to the study, the skin irritation many girls experience stems from combining ingredients that aren’t meant to be layered or repeating the same ingredient in multiple products without realizing it.
For instance, using multiple products containing retinol or salicylic acid can cause the skin barrier to break down. Additionally, only 26% of the skincare routines studied included sunscreen—despite the fact that many active ingredients increase sun sensitivity.
Without sun protection, these young users may be setting themselves up for long-term skin damage and an increased risk of developing conditions like allergic contact dermatitis.
Unrealistic Standards, Real-World Impact
Beyond the physical health risks, experts worry about the psychological effects of the trend.
TikTok’s beauty content often promotes ideals of clear, glowing, and lighter-toned skin. The Northwestern study found that many top-performing videos emphasized achieving a “brighter” or “more radiant” complexion, fueling concerns about colorism and beauty bias.
“We’re teaching girls that they have to look a certain way to be accepted,” Hales said. “There’s a lot of pressure to perform beauty under the guise of health.”
This pressure is starting young. In a 2024 survey, 76% of parents reported that their daughters aged 7 to 17 had developed a skincare routine — a number that stunned even seasoned researchers.
Experts say social media’s constant stream of beauty content has contributed to lower self-esteem, body dissatisfaction, and even the onset of disordered eating habits in some teens.
Who’s Keeping Watch?
Although TikTok says its platform is for users 13 and older, the study found that younger children are clearly active and exposed to age-inappropriate content. TikTok told CNN it removes underage users when identified and collaborates with adolescent health experts to build safeguards.
Still, the platform’s algorithm can be a powerful force, one that curates endless streams of beauty-focused videos to even casual users. For a 10-year-old still developing a sense of identity, the effect can be profound—and harmful.
“The pursuit of ‘healthy skin’ has become a socially acceptable way to chase impossible beauty standards,” said Hales. “But when that pursuit involves burning, allergic reactions, and pressure to spend hundreds of dollars—it’s time to pause and reconsider what we’re teaching our kids.”