Picture this: it’s just after Christmas, and my 11-year-old daughter has eagerly received a £50 gift voucher for Boots. We head to the shops, her excitement palpable as she plans to spend her vouchers.

She’s adamant about getting a particular face cream she and her friends have been talking about. I hadn’t paid much attention to her pre-shopping discussions. 

As we arrive at the store, she confidently strides past the front sections, heading straight to the back where the expensive brands are displayed. There, she proudly holds up an £80 Drunk Elephant cream, clearly meant for mature skin.

I stand in disbelief, baffled not only by her awareness of this costly product but also her desire for something so unsuitable for her perfect, youthful skin. 

Our ensuing 15-minute conversation revolved around why this product was inappropriate on multiple levels. To my further astonishment, two other children of a similar age approached, echoing my daughter’s actions, one even proceeding to the checkout with the same cream and her own gift card.

This is just one of many similar anecdotes I’ve heard. The ‘cult’ of beauty, especially among young people, is concerning. The beauty industry, projected to reach £1,178 billion by 2027, significantly influences self-perception. While it offers avenues for self-expression and confidence, it also imposes unrealistic standards and pressures, warranting a closer look at its dual-edged effects.

For many young adults, beauty products and routines transcend vanity and become a form of art with positive conations. 

Elizabeth McCarron, an advanced facial therapist with over 25 years of experience, highlights the beauty industry’s positive influence on personal grooming, self-care, and self-expression, enhancing confidence, happiness, and overall well-being.

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She notes that the ritualistic nature of beauty routines can be soothing and meditative, providing essential personal downtime. 

Similarly, Arabella and Charlotte Harvey, Co-Founders of the Scottish beauty brand Raven, view beauty products as a force for good and a means of self-expression, promoting personal development, individualism, and confidence. This freedom allows people to align with communities or assert their individuality.

The beauty industry has also made commendable strides in inclusivity. Brands are increasingly celebrating diverse skin tones, body types, and gender expressions. This shift not only broadens the definition of beauty but also fosters a sense of belonging among consumers who previously felt marginalised. Representation matters and seeing oneself reflected in beauty campaigns can be profoundly validating.

However, the cult of beauty is not without its shadows. The pervasive presence of idealised and often digitally enhanced images creates an unattainable standard for many young adults. Social media platforms like Instagram and TikTok amplify these pressures, where the quest for likes and followers can hinge on physical appearance. Elizabeth discussed the negative impact of social media on young consumers, stating, 

“They are being sold a lot of products by people who are not necessarily experts, that they don’t need. They are using far too many that are laden with chemicals. I don’t like to see young people getting sold false promises whilst being made to feel bad about themselves, a common 
marketing strategy that feels particularly heinous when self-image is manipulated for profit… for example with the Brazilian bum lift cream.”

Charlotte Harvey adds: “Children and young adults are being heavily targeted by brands in an effort to secure loyalty early on, and while it’s definitely good to practice self-care from an early age, the accompanying education around ingredients doesn’t seem to be there at present. Retinoids and acids are too harsh for adolescent skin and can really damage the skin barrier.”

Relentless comparison on social media can lead to psychological issues like body dysmorphia, where individuals obsess over perceived flaws. This gap between real and idealised images exacerbates feelings of inadequacy, leading to anxiety and depression. Constant exposure to perfection fosters dissatisfaction with one’s natural appearance. 

The beauty industry’s consumerism creates a financial burden, especially for young adults pressured to keep up with trends, leading to overspending and debt. Additionally, the popularity of cosmetic procedures, driven by social media’s portrayal of flawless looks, poses health risks. 
While fillers and Botox can be safe under qualified practitioners, the rise of unlicensed providers and the unknown long-term effects of repeated interventions are concerning, necessitating greater caution and awareness.

In an ideal world, what should the future of the beauty industry look like? Elizabeth envisions a future where self-love and body positivity is promoted. She says: “The industry should help women love themselves, though there is a downside when taken too far. Strict regulations are needed, but we’ve made progress.”

Arabella Harvey calls for a cultural shift from exploiting insecurities to promoting self-appreciation and acceptance: “Beauty isn’t about physical transformation but about valuing and nurturing oneself. Our products prioritise skin health, helping people feel their natural and confident best at all ages.”

True beauty lies in embracing and celebrating our unique selves, not in the flawless images on our screens. Adopting this mindset allows us to navigate the beauty landscape with a healthier, more balanced approach, empowering ourselves through individuality rather than chasing perfection.

Charlotte Harvey encapsulates this sentiment perfectly: “Less focus on and pressure to ‘fix’ yourself, as well as less negativity surrounding beautiful natural processes like aging. Ageing is a privilege we’re not all afforded! Embracing and celebrating skin health at every age and stage.”
As the beauty industry continues to grow and evolve, it is crucial for us as consumers to remain vigilant about the messages we receive and products we use. 

By supporting small, local, and female-led businesses, we can foster a beauty culture that is inclusive, educational, and sustainable. Let us celebrate the beauty in diversity and the individuality that makes each of us unique. Only then can we truly find satisfaction and empowerment in our own skin. 

Ultimately, I hope for a future where my 11 year old doesn’t feel the need for the ‘must-have’ cream but chooses the right products for her skin from sustainable and ethical companies that make a difference in her life and the communities around her.