In a world where 11- and 12-year-olds are asking for multi-step skincare routines, it’s safe to say that beauty has become a central part of adolescence (lookin’ at you, Sephora tweens!). But beyond the bottles and brands, there’s something deeper going on: For many teens, beauty routines are about more than just looking good. They’re about feeling good, feeling in control — and figuring out who they are.

A new report from BCG and Women’s Wear Daily sheds light on teens’ relationship with beauty. The study surveyed more than 1,200 teens ages 13 to 18 across the U.S., along with 1,200 of their parents. In addition, another 700 Gen X and Millennial adults were polled to reflect on their own teenage experiences and provide insight into how beauty culture has evolved. The result is a fascinating portrait of today’s teen beauty shopper: informed, expressive, and surprisingly sophisticated.

Jenny B. Fine, Editor in Chief of WWD’s Beauty Inc., tells SheKnows, “What truly stands out in this research is how deeply engaged teen girls and boys are across all areas of beauty. Today’s teens are not just exploring — they’re shaping the category, with a surprising command of brands from CeraVe to Chanel and E.l.f. to Ariana Grande. Whether it’s skincare, fragrance, or makeup, their choices reflect both sophistication and range.”

And those choices are happening earlier than ever. According to the study, the average age for teens to begin skincare is now 12; for makeup, it’s 13; and for fragrance, just 11. This trend spans across gender lines, with both boys and girls becoming active beauty consumers at a younger age. Teen boys, in particular, are driving a surprising trend: 60 percent of them choose prestige fragrances over mass options, compared to just 25 percent of girls. (Their favorite brands? Ralph Lauren, Calvin Klein, Dior, Chanel, and Creed.) In a SheKnows survey of boys ages 13 to 19 conducted in summer 2024, nearly half — just over 46 percent — said they spritz on cologne every day, while only a small fraction (7 percent) reported wearing it rarely or not at all.

So what’s behind this early and growing interest in beauty?

For many kids, beauty routines serve as a small pocket of consistency in a chaotic world. Applying skincare before bed or choosing a signature scent before school can feel grounding. It’s a way to care for themselves when so much else feels out of their control. And in an age where online personas are curated as carefully as real-life ones, beauty becomes another tool for teens to express their identity.

Dr. Charlotte Markey, Professor of Psychology at Rutgers University and author of The Body Image Book series, tells SheKnows, “Sometimes grooming and beauty rituals are adaptive appearance investments – they are relatively low cost (financially, time, in terms of risk) and enjoyable.” (On the other hand, she explains, maladaptive appearance investments are costly in terms of time, money, the mental space they occupy, and the risks involved.)

According to Dr. Sanam Hafeez, NY-based neuropsychologist and Director of Comprehend the Mind, “Beauty rituals can serve as a meaningful outlet for teens to express their individuality, creativity, and even a sense of control during a stage of life that often feels uncertain. For some adolescents, applying makeup, styling their hair, or curating their skincare routine can offer a calming way to check in with themselves emotionally. These rituals can also help kids develop a sense of identity that’s rooted in self-care rather than appearance alone.” When parents approach these routines with curiosity rather than criticism, Dr. Hafeez tells SheKnows, they help normalize beauty as a personal and expressive practice— not a standard to be met.

Parents might assume it’s all about appearances, but for many teens, that moisturizer or perfume bottle represents something more personal. The ritual of applying skincare can feel soothing. The choice of a particular fragrance might reflect how they want to be perceived. Beauty becomes a language; one that speaks volumes about who they are … or who they’re trying to be.

Still, there can be a tipping point when interest in beauty becomes a source of more stress than empowerment.

Dr. Markey tells SheKnows that there may be a problem “when it detracts from other areas of a young person’s life — other areas that may be more conducive to developing self-esteem, like playing a sport, acting in a play, learning to play an instrument.”

Dr. Hafeez advises parents to watch for specific signs: “An interest in appearance becomes concerning when it starts to feel like a requirement rather than a choice, when a teen believes they need to look a certain way to be accepted, liked, or even feel okay about themselves,” she says. As an example, Dr. Hafeez notes, your teen might start to avoid social situations without makeup, obsess over perceived flaws, or experience intense anxiety about how they’re perceived. “In that case, it may be a sign that their self-worth is becoming too entangled with their appearance. Another red flag is when beauty routines shift from being enjoyable to feeling compulsive or driven by comparison, especially on social media. That’s when the focus has moved away from self-expression and into self-judgment.”

Dr. Markey cautions that rigidity can also be problematic — if your teen can’t let go and have fun for fear they’ll somehow mess up their looks, parents should take note. “Teens and tweens — and adults! — should be able to enjoy themselves without being so worried about their appearance that they are uncomfortable, afraid to get dirty (ever), etc,” she says.

The best safeguard to keep a healthy interest from sliding into an unhealthy preoccupation? Parents — we’re the first line of defense, folks. Beauty Inc‘s Fine notes the key role we can play in supporting healthy attitudes: “For parents, the takeaway is clear — beauty is a meaningful part of how teens express identity and care for themselves,” she says. “And while social platforms play a role, 44 percent of teens say they turn to their parents first. That opens the door for parents to engage in more thoughtful, supportive conversations around beauty and self-image.”

But how do we actually have those thoughtful conversations — and perhaps most importantly, how do we help them develop an internal sense of worth in a culture that puts so much emphasis on appearance?

“It’s important that kids learn that perfection is an illusion. No person is perfect. We aren’t perfect as adults, and they shouldn’t strive for perfection,” advises Dr. Markey.

Beyond that, the experts offered more helpful strategies parents can adopt.

Ask, don’t assume.

If your teen is suddenly into skincare or fragrance, ask them what they like about it. Their answers might surprise you. “Parents can start by asking open-ended questions that invite their child to share what they enjoy about their beauty routines, what feels fun, what makes them feel confident, what they like experimenting with,” says Dr. Hafeez. And as a bonus: “This frames beauty as a choice, not a necessity.”

Model balance — and critical thinking.

Kids absorb our attitudes about beauty and body image. Talking openly about your own routines (and your own insecurities) can help normalize imperfection. “Modeling some ‘in-between’ is probably the most effective thing we can do,” notes Dr. Markey.

And when it comes to what they see on social media, says Dr. Hafeez, pointing out unrealistic beauty standards and discussing how images are curated or altered can plant seeds of critical thinking.

Use the right language.

Dr. Hafeez suggests using language that centers on how something feels rather than how it looks. “For example, saying, ‘That color is really flattering’ or ‘You look like you’re having a great time today’ focuses on self-expression,” she says. “Sharing your routines as part of self-care can make the conversation feel mutual rather than corrective. Most importantly, remind them that who they are is always more important than how they look.”

Set age-appropriate boundaries.

It’s okay to say no to certain products or ingredients if they’re not age-appropriate — just be ready to explain why. “Social media can expose teenagers and young kids to products that might not be right for their skin type,” dermatologist-trained esthetician Shani Darden of Shani Darden Facial Studio previously told SheKnows. “It’s so important to do the research on the brands and products they’re interested in.”

Encourage intention.

If they want a new product because “everyone on TikTok has it,” explore whether they truly want it or just feel pressure to fit in.

Keep communication open.

The goal isn’t to discourage their interest in beauty — it’s to help them engage with it in a way that feels empowering, not performative.

Teen beauty habits may look different now than they did a generation ago, but the motivations behind them are often the same: the desire to fit in, stand out, and feel good in their own skin. As parents, recognizing the emotional undercurrent behind those habits can help us show up in more supportive, informed, and connected ways — but it should all start with letting our kids know they are so much more than their looks, as Dr. Hafeez reminds us: “When the family culture celebrates individuality, humor, and emotional honesty,” she says, “it becomes easier for kids to feel grounded in their worth.”

Even the pickiest teens will approve of these TikTok-viral makeup brands.

While the report details all facets of teen spending — you can find a cool infographic breaking it all down here — I was most interested in a trend I spotted in the personal care category. We’ve talked about this before here at SheKnows; over the summer, we dove into the topics of skincare and luxury cologne trends with some members of our own Teen Council. But while we heard stories of “Sephora tweens” and kids spending entire summer-job paychecks on a single bottle of designer cologne (my own 15-year-old included!), a significant shift was happening — one that defies the assumptions brands may have held about this generation. Because according to Piper Sandler’s newest data, teenagers are increasingly favoring affordable, accessible brands like e.l.f. and CeraVe over luxury labels.

e.l.f. Cosmetics remains the top cosmetics brand among female teens, with 35 percent of respondents naming it their top pick — a holdover from the Fall 2024 report, though down slightly from its 38 percent peak. Skincare tells a similar story, with CeraVe continuing its reign as the most preferred brand in that category. Bath and Body Works, while it wasn’t even in the top 10 in the Fall 2024 report, skyrocketed to the top three in the most recent report; due at least in part, I suspect, to its new designer scent dupes, which allow buyers to smell expensive without actually having to fork over the premium price.

It’s a fascinating contradiction: Teens are shopping cheaper, but they’re spending more.

Why Are Teens Spending More If They Prefer Cheaper Brands?

Well, the short answer is this: Teens are trying to get more bang for their buck — but they’re also buying more products overall. Here’s how that trend plays out.

More Products Per Routine

Today’s teen skincare regimen includes multiple steps: cleanser, toner, serum, moisturizer, SPF — and maybe even a mask or two. (Psst … we’ve got skincare regimen recs for teens by celeb esthetician Shani Darden here.) Makeup routines, even the minimalist “clean girl” look, still require primer, concealer, blush, highlighter, brow gel, and more. Affordable brands make it possible to build a complete routine without dropping $200 on a single shopping trip — but all those $10 and $12 products add up. If I skip the $50 product, I can buy five $10 products instead.

Beauty as Identity

Thanks to TikTok, YouTube, and Instagram, beauty is more than function — it’s performance, aesthetic, and community. Teens aren’t just buying to use; they’re buying to display (hello, shelfies) and to align themselves with certain vibes or values, like “clean beauty,” “coquette,” or “vanilla girl.”

More Categories = More Spending

Fragrance, body care, haircare, and niche accessories — like facial rollers or mini fridges for skincare — are all part of the teen beauty economy now. What used to be a cleanser-and-mascara kind of routine now spans categories and styles.

Access and Impulse Buys

Beauty shopping is easier than ever — Sephora is now in Kohl’s, Ulta is in Target, and most viral products are available online 24/7. Teens are more likely to grab a buzzy new serum or lip gloss during a Target run or click “Buy Now” after a TikTok recommendation, making frequent small purchases more common.

The Hype Cycle Never Stops

Social media drives urgency and FOMO. A product goes viral on Monday, sells out by Friday, and by next week, something new is trending. Even inexpensive items start to feel like limited-edition “must-haves,” which can nudge teens toward buying more stuff, more often.

The Spring 2025 “Taking Stock With Teens” report makes one thing clear: beauty spending isn’t about luxury anymore — it’s about accessibility, variety, and identity. Teens are redefining what it means to splurge, and increasingly, it’s not about buying the most expensive serum on the shelf. It’s about building an entire routine that reflects who they are … one budget-friendly product at a time.

Got a love-hate relationship with foundation? You’re not alone. While we’re all for achieving that flawless look that makes you look like you’ve got a filter on IRL, we want it to look natural and not too overdone. With warmer weather season finally here, it doesn’t hurt to have a base that’s lighter and gives your skin room to breathe. That’s where bareMinerals’ Complexion Rescue Tinted Gel Cream comes in.

The bareMinerals Complexion Rescue has over 19,600 five-star reviews on Amazon alone, and a ton more at other big beauty retailers like Sephora and Ulta (where so many shades are currently sold out!). It’s described as a 3-in-1 multitasker that’s part skin tint, part moisturizer, and part SPF 30. It’s buildable, offers sheer-to-light coverage, and is made with ultra-hydrating ingredients such as hyaluronic acid to give you a healthy-looking, dewy glow. It’s a great alternative to heavier foundations, that’s still effective at blurring imperfections. It’s so good, even celebs like Kyle Richards and Hailey Bieber have shouted it out.

Recent reviewers love how moisturizing the foundation is, as well as how natural it looks on the skin. “This is by far one of the best foundations I have used,” one wrote. “It’s soft, moisturizing, looks very natural and does excellent in covering. Just perfect.”

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Multiple reviewers who claim to hate the look and feel of foundation on their skin say they really like this as an alternative. As one said in their review, “I don’t like heavy makeup. I like a more light, natural look. This does just that. It evens out my skin tone without being too heavy and provides a little coverage without being obvious. I hate when I look at my face and can tell I’m wearing foundation … this avoids that completely! The SPF is a huge bonus. Also, I have very acne-prone skin and this does NOT break me out.”

Finally, if you’re worried about foundations highlighting fine lines and wrinkles, you’ll be happy to know that this doesn’t do that. One shopper called it a “face saver” writing, “As I get older, I like foundation less and less and have turned to tinted, moisturizing creams with sunscreen in them. This is an all-purpose cream. Saves me time, money and gives me just enough coverage without sinking in my pores and wrinkles. Love it.” In fact, numerous reviewers called it the best foundation for aging skin.

If you want to experience the tinted moisturizer for yourself, be sure to snag one on Amazon today.

Before you go, check out the slideshow below.

If you’re addicted to gel manicures, the process has probably taken a toll on your once-healthy nails. Or maybe you just naturally have thin nails and can’t figure out how to achieve those long and strong nails of your dreams. No matter your case, one thing is certain: We all want stronger nails, and if you don’t, we are very jealous so please share your secret.

These days, there are lot of ways you can go when it comes to repairing brittle, dry nails. From supplements to topicals or swapping out polish for non-toxic versions or nail stickers, you can have your pick — or go all in — when it comes to miracle-working nail products. So, if you’re giving your nails some time to breathe polish-free, it’s time to treat them to some major TLC at home with these game-changing nail products that’ll transform dull nails with time. Not to mention, giving your nails a much-needed break and treating yourself to self-care at home will save you serious time and money. Nail salon, who?

A version of this article was originally published on June 2020.

There’s a chance that some of the spots on your skin are skin tags, which are benign growths on the skin that might be the same color or darker than your skin, a pinkish, red, or brown color. They can appear on people of any skin tone, according to the American Academy of Dermatology Association.

Some skin tags may look smaller and appear closer to the skin, where others might hang off the skin and be even more tempting to remove yourself. Is it safe to remove skin tags at home though? We spoke to a dermatologist to find out more about skin tags, what causes them, and what to do when you want to get rid of them.

What is the cause of skin tags?

Genetics might be a factor in skin tags, especially if you have family members who have them. Hormonal changes can also play a role in the development of skin tags, explains Dr. Hadley King, board-certified dermatologist specializing in medical and cosmetic dermatology. 

People are not always born with skin tags — they often form of a period of time. One theory behind skin tag development is friction against certain parts of the skin, according to King.  They can develop in spots where skin is rubbing up against jewelry, clothing, or other areas of skin, so it’s common to see skin tags on the neck (right where you’d wear a necklace), on the eyelids, or beneath the breasts. Skin tags might be more likely to develop on a body with more loose skin or even during pregnancy, per the American Academy of Dermatology Association.

Skin tags themselves are not dangerous and do not cause skin cancer, so you technically don’t really need to do anything about them. That said, you should keep tabs on different spots on your skin to make sure they do not get larger or look oddly shaped to avoid missing an instance of melanoma. That involves knowing the difference between skin tags and moles, though.

Skin tags vs. moles

It can be easy to mistake a mole for a skin tag, but they are made of different cells (skin tags are mostly tissue and fat, while moles are made from melanocytes, the cells that create the level of melanin, or pigment, in the skin). When you’re checking your skin, note that moles will look like dome-shaped lesions, King says. Moles will often be much larger than skin tags and don’t stick out from the skin like a skin tag would.

You can find moles anywhere on the body, which is why you should be extra careful when screening for any that look like they could develop into skin cancer. Skin tags will typically appear in the parts of the skin where lots of friction takes place.

While skin tags are not dangerous, if they cause you any pain, irritation, or appear on your eyelids and bother your eyes or vision, it’s smart to look into getting them removed.

What is the best way to remove skin tags?

Before you take any skin tag removal into your own hands, note King’s advice: “It’s important to remember that your skin is the largest organ on your body; you should have a professional verify the diagnosis before taking any next steps.”

Sure, there are plenty over-the-counter skin tag removal products that may seem like a simple solution to pick up at the pharmacy, but King cautions against these, as they could irritate skin. “Skin tags often occur in areas of delicate skin (armpits, groin, neck, under the breasts)–this softer skin is more susceptible to poor reactions to any product that contains harsh chemicals, like acids for example,” says King.

The other issue with at-home skin tag removal is the possibility of misdiagnosis. King shares that patients have mistaken moles or even genital warts as skin tags, both of which can’t be safely removed by a patient. Your best bet is to visit your dermatologist. “In the office, small skin tags can quickly be burned or frozen off. Larger skin tags may need to be cut off,” King explains.

Not sure what a new spot on your skin is? Book an appointment with your dermatologist (some derms might check it out via telehealth first) and find out more before you do anything else.

In the market for some new skincare products after this? Here’s our favorite skincare for teens:

Celebrity beauty has always served as a source to find new products to add to our own collections. And now, with viral TikTok videos and A-listers dishing on their beloved products, it’s even easier to land on ones that make us feel like a star. With warmer weather here, we’re on the hunt for new SPF options, and this one from Colorscience, that’s on sale now, is right on time. Cameron Diaz even named it her ‘favorite.’ Right now, you can add the sunscreen to your cart for 20 percent off during Skinstore’s Friends and Family sale — just use the code FRIENDS at checkout.

Applying sunscreen shouldn’t be a challenging task throughout the day. That’s where the brush-on formula from Skinstore comes in to help. The Brush-On Shield is a multitasking product with a soft-bristled brush on top that dispenses the SPF to your skin. The bottom section holds the powder in place to prevent spilling.

Now onto the formula. The Sunforgettable Total Protection Brush-On Shield SPF 50 is crafted with zinc oxide and titanium dioxide (non-chemical sun protection), iron oxides (blue light protection), and hyaluronic acid powder (for added hydration). It also comes in three shades that range from fair to tan matte.

Colorescience Sunforgettable Total Protection Brush-On Shield SPF 50 — $55.20, originally $69.00

“This product is amazing for reactive skin, those that break out or have rosacea,” a Nordstrom shopper wrote. “I’ve used every dermatologist-recommended product that isn’t supposed to react with my skin, I must be that one in a hundred. I always got red, flaky, bumps, itchy. Colorscience is the one and only. I brush it on over a clean face, and throughout the day as necessary.”

“Sunforgettabe is an amazing product. It makes using sunscreen quick and easy,” another user wrote. “It fits into your purse or makeup bag. I use it adventuring and keep it in my backpack. It’s light, and I love the coverage in place of messy lotions and creams. I highly recommend it.”

A final reviewer said it’s “worth every penny.” They added, “I have used this for years and happily repurchase it, even at this price. Easy and effective. Best sunscreen ever!”

Hurry and grab yours while it’s on sale at Skinstore. Don’t forget to use the code FRIENDS at checkout!

Before you go, check out our slideshow below:

It’s vital to use a facial toner during your cleansing process as it preps the skin for the other products to come. After you’ve toned skin, products like moisturizer will sink into skin more deeply for more hydration. They also can help balance skin’s natural oils for a better glow. Ahead, we’ve rounded up the best facial toners for spa-worthy skin.

Our mission at SheKnows is to empower and inspire women, and we only feature products we think you’ll love as much as we do. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale. 

Hyaluronic acid and retinol are two of the best ingredients for healthy, glowing, and plump skin. And despite popular belief, it’s never too early to start using retinol as it’s actually great to use as a preventative skin care treatment. Hyaluronic is a must for any age as it helps draw moisture from the air into your skin, which everyone can use. Ahead, we’ve rounded up the best wrinkle fillers to build collagen, elasticity, and reduce fine lines.

Our mission at SheKnows is to empower and inspire women, and we only feature products we think you’ll love as much as we do. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale. 

The best face cleansers won’t strip away your skin’s natural oils. Those are actually good for your skin and can keep it moisturized. But at the same time, it never hursts to have a face mask that’s hardworking and doubles up on a few tasks, like removing your makeup. Below, we’ve rounded up the best face cleansers to leave your skin glowing without the harsh chemicals.

Our mission at SheKnows is to empower and inspire women, and we only feature products we think you’ll love as much as we do. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale and the retailer may receive certain auditable data for accounting purposes.

These primers nourish and plump your skin, protecting your moisture barrier and smoothing out the appearance of any unevenness. You’ll be able to apply your favorite makeup as usual, without having to worry about any flaky skin cropping up after a few hours of wear.

Paired with a hydrating face wash and moisturizer in the morning and before bed, your skin will feel and look better than it has in years.

Our mission at SheKnows is to empower and inspire women, and we only feature products we think you’ll love as much as we do. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale and the retailer may receive certain auditable data for accounting purposes.