Understanding the Surge in Tween Beauty Trends · Babson Thought & Action

The article examines the growing trend of skincare and makeup consumption among tweens, driven by social media platforms like TikTok and Instagram. Children aged 6 to 12 have become significant consumers, spending $4.7 billion in 2023, a 23% increase from 2022. Influencers and marketing strategies that focus on identity formation and social acceptance play a substantial role in this trend. Babson College marketing professors discuss the ethical implications and potential benefits of this trend, such as establishing healthy skincare habits. They highlight concerns around marketing focused on appearance and the lack of regulatory oversight, especially regarding product safety for children. Brands face the opportunity to shape this market responsibly by focusing on educational marketing, transparency, and ethical storytelling, potentially turning tweens into lifelong consumers.