1 in 4 UK tweens are using strong actives in skincare, new data finds

More than 1 in 4 (25.7%) of UK children aged 9-12 are using skincare products containing strong active ingredients like retinol and AHAs, new research reveals.

While these ingredients typically promise clearer, 'glowing' complexions, experts are warning that they could be doing more harm than good if used on underdeveloped skin.

It comes as many tweens are turning to social media for skincare advice, with TikTok and YouTube fueling demand for skincare products originally formulated for adults.

A recent study, commissioned by British brand Pai Skincare, highlights just how serious this issue is...

The impact of harsh actives on young skin

The microbiome is an essential part of skin health, helping to strengthen the skin barrier, regulate oil production, maintain moisture levels, and protect against irritation.

While tween skin has greater microbial diversity than teen and adult skin, it has a significantly lower proportion of a key bacterial component - C. acnes - which plays a "crucial" role in skin resilience and barrier function, making their skin more vulnerable to environmental stressors like harsh cosmetic ingredients.

As a result, strong active ingredients such as retinol and AHAs can disrupt the skin, stripping away essential moisture, altering microbiome composition, and weakening the skin barrier. This can lead to increased sensitivity and may even trigger skin conditions including eczema.

And the effects are already showing...

Nearly half (44%) of tweens surveyed have experienced redness, itching or irritation after using skincare products.

It comes as the survey of 1,500 UK girls and their parents reveals worrying gaps in skincare education, with many tweens choosing products based on social media trends rather than an understanding of their skin’s needs

Other key findings:

• 46% of tweens aged 9-12 are actively using multiple skincare products weekly (two-three products).
• While 81% of parents claim to be aware of the ingredients in their child’s skincare, 55% of tweens say they don’t check product labels themselves.
• 58% of tweens receive skincare as gifts, suggesting family and friends play a key role in product choices.
• 48.4% of tweens say they use skincare products because they want clearer, blemish-free skin.

Consultant Dermatologist Dr Zainab Laftah on behalf of the British Skin Foundation, said: "Skincare isn’t one-size-fits-all, and our skin barrier changes significantly through puberty. The skin barrier of children aged 9-12 years is not fully developed, making it far more sensitive and susceptible to damage than adult or even teen skin.

"Social media is driving concerning skincare behaviours among younger users, often encouraging the use of products designed for adult skin without proper guidance.

"This is why educating both parents and tweens is more critical than ever. By equipping them with the right knowledge, we can help prevent unnecessary skin damage and build healthier skincare habits for the future."

To address this, Pai Skincare and the British Skin Foundation (BSF) are urging tweens to rethink their skincare routines, take a less is more approach, and prioritise gentle, protective care over harsh actives.

The brand has also launched a new #StaySkinSharp Skincare Guide in collaboration with Dr Laftah and the BSF, after research showed that 96% of parents would find specific skincare guidance for tweens helpful.

It aims to help parents more confidently navigate the skincare conversation with their tweens, helping them balance trend-driven curiosity with safe skincare habits.

Sarah Brown, founder of Pai Skincare, said: "As someone who has lived with a hyper reactive skin condition (chronic urticaria) for years, I know how even just one ingredient can trigger extreme sensitivity. That’s why it’s so concerning to see young children experimenting with adult skincare. As a product formulator rooted in ingredient knowledge and skin science, we know just how vulnerable young children’s skin is to irritation and long-term damage.

"The pressure to follow trends is huge, and many parents feel left in the dark about what’s actually suitable for their child’s skin. We want to bridge that knowledge gap and ensure sensible and informed skincare habits start early."

Read TheIndustry.beauty's interview with Sarah Brown, founder of Pai Skincare.