Parents are “feeling pressured” to buy anti-aging cream for children as young as seven, according to a leading skincare expert.

On The Hard Shoulder today, Skin Nerd owner Jennifer Rock said children are being influenced into using skin care products through social media.

It comes as the British Association for Dermatologists has issued a warning that children may be left with irreversible problems from using certain products.

Ms Rock said demand for skin care has soared in the last 12 months.

“There definitely is increased demand,” she said.

“Kids are learning about skincare through social media and that’s where there are a lot of questions.

“From Christmas 2022 to Christmas 2023, there was a 19% increase of children aged between 7-10 globally asking for skin care [products] on their wish list.”

Anti-aging

Ms Rock said she was particularly concerned by children using anti-aging cream.

“By and large, until you get to the 25-year age group, you shouldn’t be using anti-aging,” she said.

“This is where the issue is arising because they are; kids aged six, seven and eight are using these products.”

Parents pressured

Ms Rock said parents are being placed into difficult situations.

“Parents are feeling pressure, financially and emotionally,” she said.

“I have had parents contact me saying ‘my seven-year-old is crying herself to sleep because she can’t and I won’t let her use skin care.

“They feel left out in the playground.

“We need to ask why they want this and what they are being exposed to.”

Ms Rock recommends that pre-teens should only use a hydrating cleanser and potentially some SPF cream during the summer months.

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Main image: A mother and daughter apply skin cream together. Image: Panther Media GmbH / Alamy Stock Photo