New research commissioned by Pai Skincare has revealed that over 1 in 4 (25.7%) of UK tweens are using skincare products containing strong active ingredients like retinol and AHAs, typically recommended for more mature skin. This alarming statistic is a key driver behind the #StaySkinSharp campaign, which aims to raise awareness and educate both parents and tweens about the potential harm these ingredients can cause to young, developing skin.
A first-of-its-kind inter-family microbiome study conducted by Pai Skincare in partnership with leading microbiome researchers highlights the vulnerability of tween skin. The study found that while tween skin has greater microbial diversity, it has a significantly lower proportion of Cutibacterium acnes (C. acnes), a key bacteria crucial for skin resilience and barrier function, compared to teen and adult skin. This deficiency correlates with reduced natural oil production and a weaker skin barrier, making tween skin more susceptible to environmental stressors and harsh cosmetic ingredients.
Consultant Dermatologist Dr Zainab Laftah explains, “The skin barrier of children aged 9-12 years is not fully developed, making it far more sensitive and susceptible to damage than adult or even teen skin. Introducing powerful active ingredients at such a young age can disrupt this barrier, leading to increased sensitivity, irritation, and inflammation”. Worryingly, a survey of 1,500 UK girls aged 9-12 and their parents found that nearly half (44%) of tweens have already experienced redness, itching, or irritation after using skincare products.
The survey also revealed that many tweens are influenced by social media trends when choosing skincare products, often without understanding their suitability. 41% of tweens say they listen to influencers when choosing products, and nearly half (48.4%) use skincare because they want clearer, blemish-free skin. Despite 81% of parents claiming some awareness of ingredients, 55% of tweens do not check product labels themselves.
Pai Skincare and the British Skin Foundation are urging a “less is more” approach to tween skincare, prioritising gentle, protective care. To support this, they have launched the #StaySkinSharp Skincare Guide, offering practical advice for parents to navigate the skincare conversation with their children.
The guide highlights key ingredients to be cautious of using the acronym SHARP:Â
Sulfates, Hydroquinone, AHAs/BHAs, Retinoids, and Parfums (Fragrances).
Sarah Brown, founder of Pai Skincare, commented, “As a product formulator rooted in ingredient knowledge and skin science, we know just how vulnerable young children’s skin is to irritation and long-term damage. The pressure to follow trends is huge, and many parents feel left in the dark about what’s actually suitable for their child’s skin. We want to bridge that knowledge gap and ensure sensible and informed skincare habits start early”.
CEW UK recognises the importance of the #StaySkinSharp campaign which prioritises the education of both young consumers and their parents to help prevent unnecessary skin damage and foster healthier skincare habits for the future.
You can read the research and find out more information below:
