Save ArticleMore and more 10-12 year olds are buying anti-ageing skincare. How have we raised a generation of young girls who don’t know what a naturally ageing face looks like?
Studies and consumer reports show that Gen Z spends more on skincare than any other generation, but not for the reasons you may think. While acne products have been marketed towards teens for decades and many young people have been sharing their favourite products to prevent or lesson a breakout or deal with a painful spot, pimples are no longer the focus of Gen Z’s skin concerns: they’re terrified on the signs of ageing.
This increase isn’t simply because mothers will be buying more moisturisers that their kids will be messing with in the bathroom, it’s because the number of product users is expected to grow and reach 160.7 million worldwide by 2028. The beauty industry is deliberately targeting younger people to create a newer, much younger generation of consumers who will be spending their pocket money on anti-ageing skincare before they’ve even left secondary school.
Now, I’m not here to blame individual women. I consider myself pretty clued in to the mechanisms of patriarchy; the ways in which women’s looks are constantly scrutinised and devalued; and the cynical, systemic way by which women are made to feel terrible about their appearance and natural ageing which is designed to keep us using our time, energy and money fighting ourselves rather than the real enemy of patriarchy.
Anti-Ageing Ageing Millenials Gen Z
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