The 8-step routine
Serums with hyaluronic acid, rose water toner, and a foaming cleanser from The Ordinary. Does that sound familiar, or not at all? These are just a few examples of products that are part of the much-loved daily skincare routines promoted by beauty articles, TikTok influencers, and YouTube gurus. According to Harper’s Bazaar, the “best” skincare routine includes no less than eight essential steps. Eight! No wonder it feels like everyone around me is talking about it.
I have to admit, I’m guilty too. My skincare routine consists entirely of products from Dr. Jetske Ultee, a Dutch dermatologist. Sounds great, right? But with just five steps, I’m already spending 200 euros, and trust me, the products run out really fast. And I’m not even using the extra serums, the face oils, or the repair creams. You can imagine how much money skincare brands make from these kind of products…
Making big money from our routines
Skincare brands like Drunk Elephant, Paula’s Choice, and The Ordinary are thriving because of the popularity of multi-step skincare routines. In 2019, Drunk Elephant was sold to Shiseido for an impressive 845 million dollars, and The Ordinary is doing well too. In 2021, it was valued at about 2.2 billion dollars ( Harvard Business School). Most of this success comes from social media and younger customers. And there’s a reason for that.
These companies are now targeting a younger audience. The Volkskrant mentioned that beauty brands are looking for new customers because adult women around the world are already using their products. So, the focus is shifting to younger girls. I mean, even five-year-old kids are now part of this billion-dollar industry. I recently saw a sponsored TikTok video featuring a little girl promoting skincare products. Crazy, right?
Harmful for young skin
But here’s the thing: using all these expensive products at such a young age is not a good idea. Dermatologists warn that many of the popular products on social media, like anti-aging creams and serums with retinol or vitamin C, are too harsh for young and sensitive skin. These products can cause dryness, irritation, and even more acne or eczema (NewBeauty) Not exactly what you want, right?
Experts say a simple routine is enough: a gentle cleanser, a good moisturizer, and sunscreen with SPF 30. That’s it. More steps aren’t necessary, and using too many products can damage the skin instead of helping it (UCLAhealth).
The marketing machine behind skincare
It’s not just the products themselves that draw us in, but the marketing too. Skincare brands are smart—they play on our insecurities, especially through social media like TikTok and Instagram. We see influencers telling us we ‘need’ these long routines for perfect skin. These influencers are often sponsored, showing us products as if they’re must-haves, even though most young people don’t need them. The truth is, we’re tricked into thinking more products mean better results, but usually, the opposite is true. Less is more, and we need to see past the hype to keep our skin truly healthy.
Conclusion: it’s fun, but your skin needs a break
Sure, it’s fun to feel like a beauty queen with all those serums, toners, and masks. But before you know it, you’ve spent hundreds of euros, and your skin is actually worse than before. So, next time you see a viral skincare trend, maybe think twice. Trust me, your skin just wants a break… and so does your wallet;)!
ps if ur interested in this topic I would highly recommend watching the show : the avondshow met Arjen Lubach; were he examines this topic further and talks about the damage skincareroutines could have on children
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