By Majd Othman

KUWAIT: The normalization of makeup use among teenagers can be attributed to extensive marketing campaigns by cosmetics companies worldwide, aiming to expand their customer base and boost profits. While these campaigns face criticism from children’s societies and individuals, the media continues to promote and normalize makeup use for young girls, portraying it as a trendy behavior that everyone should embrace.

Comparing the past 15 years to today, the usage of cosmetics among young girls has increased significantly. Social media platforms are now inundated with makeup tutorials created by girls as young as 12 years old. Amani Mahmoud shared her experience, noting that her daughter’s interest in makeup and its tools began when she started school, even though many children her age were unaware of such things. She mentioned that some of her daughter’s 9-year-old friends wear light makeup to stay on-trend.

Amani also witnessed a concerning situation where an 8- to 9-year-old girl was wearing a full face of makeup, including eyelashes. A conversation with her older sister and a friend revealed that their mother thought it was normal at that age due to peer influence.

Toy stores, typically known for selling toys for children, now stock makeup sets labeled for ages 8 and above. While this can be acceptable for play, the cosmetics industry plays a role in normalizing real makeup use among children.

Beyond the educational concerns, medical reports indicate that allowing children to wear makeup can have adverse effects on their sensitive skin, weakening the skin’s barrier and making it more susceptible to issues like teenage acne. It can cause it to be more sensitive to even water. Improper product removal and unhygienic practices can clog pores and spread bacteria.

“If they apply lipstick with dangerous chemicals, their skin will immediately absorb it, and the effects might become evident in the future. Simply applying makeup products on the skin of your kids will make them vulnerable to toxic material,” a report said. Moreover, young children who wear makeup are exposed to toxic substances, to which they are more vulnerable. Due to their faster metabolism, studies suggest that children’s skin absorbs makeup at a rate at least 10 percent higher than that of adults.

The Council of Europe recently published the 2023 report “Safe Cosmetics for Children”, offering guidelines for manufacturers and safety assessors of makeup products used by children under the age of 3. This report addresses the makeup industry’s responsibility in the face of growing market demand, both for dedicated kids’ makeup and adult cosmetics. Meanwhile, the global children’s cosmetics market forecasts that by 2029, the market’s value will reach $1.795 billion, with a compound annual growth rate (CAGR) of 6.79 percent.