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In a world where 11- and 12-year-olds are asking for multi-step skincare routines, it’s safe to say that beauty has become a central part of adolescence (lookin’ at you, Sephora tweens!). But beyond the bottles and brands, there’s something deeper going on: For many teens, beauty routines are about more than just looking good. They’re about feeling good, feeling in control — and figuring out who they are.
A new report from BCG and Women’s Wear Daily sheds light on teens’ relationship with beauty. The study surveyed more than 1,200 teens ages 13 to 18 across the U.S., along with 1,200 of their parents. In addition, another 700 Gen X and Millennial adults were polled to reflect on their own teenage experiences and provide insight into how beauty culture has evolved. The result is a fascinating portrait of today’s teen beauty shopper: informed, expressive, and surprisingly sophisticated.
Jenny B. Fine, Editor in Chief of WWD’s Beauty Inc., tells SheKnows, “What truly stands out in this research is how deeply engaged teen girls and boys are across all areas of beauty. Today’s teens are not just exploring — they’re shaping the category, with a surprising command of brands from CeraVe to Chanel and E.l.f. to Ariana Grande. Whether it’s skincare, fragrance, or makeup, their choices reflect both sophistication and range.”
And those choices are happening earlier than ever. According to the study, the average age for teens to begin skincare is now 12; for makeup, it’s 13; and for fragrance, just 11. This trend spans across gender lines, with both boys and girls becoming active beauty consumers at a younger age. Teen boys, in particular, are driving a surprising trend: 60 percent of them choose prestige fragrances over mass options, compared to just 25 percent of girls. (Their favorite brands? Ralph Lauren, Calvin Klein, Dior, Chanel, and Creed.) In a SheKnows survey of boys ages 13 to 19 conducted in summer 2024, nearly half — just over 46 percent — said they spritz on cologne every day, while only a small fraction (7 percent) reported wearing it rarely or not at all.
So what’s behind this early and growing interest in beauty?
For many kids, beauty routines serve as a small pocket of consistency in a chaotic world. Applying skincare before bed or choosing a signature scent before school can feel grounding. It’s a way to care for themselves when so much else feels out of their control. And in an age where online personas are curated as carefully as real-life ones, beauty becomes another tool for teens to express their identity.
Dr. Charlotte Markey, Professor of Psychology at Rutgers University and author of The Body Image Book series, tells SheKnows, “Sometimes grooming and beauty rituals are adaptive appearance investments – they are relatively low cost (financially, time, in terms of risk) and enjoyable.” (On the other hand, she explains, maladaptive appearance investments are costly in terms of time, money, the mental space they occupy, and the risks involved.)
According to Dr. Sanam Hafeez, NY-based neuropsychologist and Director of Comprehend the Mind, “Beauty rituals can serve as a meaningful outlet for teens to express their individuality, creativity, and even a sense of control during a stage of life that often feels uncertain. For some adolescents, applying makeup, styling their hair, or curating their skincare routine can offer a calming way to check in with themselves emotionally. These rituals can also help kids develop a sense of identity that’s rooted in self-care rather than appearance alone.” When parents approach these routines with curiosity rather than criticism, Dr. Hafeez tells SheKnows, they help normalize beauty as a personal and expressive practice— not a standard to be met.
Parents might assume it’s all about appearances, but for many teens, that moisturizer or perfume bottle represents something more personal. The ritual of applying skincare can feel soothing. The choice of a particular fragrance might reflect how they want to be perceived. Beauty becomes a language; one that speaks volumes about who they are … or who they’re trying to be.
Still, there can be a tipping point when interest in beauty becomes a source of more stress than empowerment.
Dr. Markey tells SheKnows that there may be a problem “when it detracts from other areas of a young person’s life — other areas that may be more conducive to developing self-esteem, like playing a sport, acting in a play, learning to play an instrument.”
Dr. Hafeez advises parents to watch for specific signs: “An interest in appearance becomes concerning when it starts to feel like a requirement rather than a choice, when a teen believes they need to look a certain way to be accepted, liked, or even feel okay about themselves,” she says. As an example, Dr. Hafeez notes, your teen might start to avoid social situations without makeup, obsess over perceived flaws, or experience intense anxiety about how they’re perceived. “In that case, it may be a sign that their self-worth is becoming too entangled with their appearance. Another red flag is when beauty routines shift from being enjoyable to feeling compulsive or driven by comparison, especially on social media. That’s when the focus has moved away from self-expression and into self-judgment.”
Dr. Markey cautions that rigidity can also be problematic — if your teen can’t let go and have fun for fear they’ll somehow mess up their looks, parents should take note. “Teens and tweens — and adults! — should be able to enjoy themselves without being so worried about their appearance that they are uncomfortable, afraid to get dirty (ever), etc,” she says.
The best safeguard to keep a healthy interest from sliding into an unhealthy preoccupation? Parents — we’re the first line of defense, folks. Beauty Inc‘s Fine notes the key role we can play in supporting healthy attitudes: “For parents, the takeaway is clear — beauty is a meaningful part of how teens express identity and care for themselves,” she says. “And while social platforms play a role, 44 percent of teens say they turn to their parents first. That opens the door for parents to engage in more thoughtful, supportive conversations around beauty and self-image.”
But how do we actually have those thoughtful conversations — and perhaps most importantly, how do we help them develop an internal sense of worth in a culture that puts so much emphasis on appearance?
“It’s important that kids learn that perfection is an illusion. No person is perfect. We aren’t perfect as adults, and they shouldn’t strive for perfection,” advises Dr. Markey.
Beyond that, the experts offered more helpful strategies parents can adopt.
Ask, don’t assume.
If your teen is suddenly into skincare or fragrance, ask them what they like about it. Their answers might surprise you. “Parents can start by asking open-ended questions that invite their child to share what they enjoy about their beauty routines, what feels fun, what makes them feel confident, what they like experimenting with,” says Dr. Hafeez. And as a bonus: “This frames beauty as a choice, not a necessity.”
Model balance — and critical thinking.
Kids absorb our attitudes about beauty and body image. Talking openly about your own routines (and your own insecurities) can help normalize imperfection. “Modeling some ‘in-between’ is probably the most effective thing we can do,” notes Dr. Markey.
And when it comes to what they see on social media, says Dr. Hafeez, pointing out unrealistic beauty standards and discussing how images are curated or altered can plant seeds of critical thinking.
Use the right language.
Dr. Hafeez suggests using language that centers on how something feels rather than how it looks. “For example, saying, ‘That color is really flattering’ or ‘You look like you’re having a great time today’ focuses on self-expression,” she says. “Sharing your routines as part of self-care can make the conversation feel mutual rather than corrective. Most importantly, remind them that who they are is always more important than how they look.”
Set age-appropriate boundaries.
It’s okay to say no to certain products or ingredients if they’re not age-appropriate — just be ready to explain why. “Social media can expose teenagers and young kids to products that might not be right for their skin type,” dermatologist-trained esthetician Shani Darden of Shani Darden Facial Studio previously told SheKnows. “It’s so important to do the research on the brands and products they’re interested in.”
Encourage intention.
If they want a new product because “everyone on TikTok has it,” explore whether they truly want it or just feel pressure to fit in.
Keep communication open.
The goal isn’t to discourage their interest in beauty — it’s to help them engage with it in a way that feels empowering, not performative.
Teen beauty habits may look different now than they did a generation ago, but the motivations behind them are often the same: the desire to fit in, stand out, and feel good in their own skin. As parents, recognizing the emotional undercurrent behind those habits can help us show up in more supportive, informed, and connected ways — but it should all start with letting our kids know they are so much more than their looks, as Dr. Hafeez reminds us: “When the family culture celebrates individuality, humor, and emotional honesty,” she says, “it becomes easier for kids to feel grounded in their worth.”
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