Key Takeaways:
In recent years, reports surfaced that young girls were buying anti-aging products. What became known as the Sephora kids phenomenon not only revealed that girls were purchasing products designed for adults, but it also exposed a key life stage in crisis.
"Instead of moving gradually, girls are being pulled straight into an aspirational, adult beauty culture, modeled after teenagers and 20-somethings,” Dr. Nicole Arnett Sanders, a consumer behavior expert, told BeautyMatter. This isn't just early adoption, it's the collapse of girlhood as a distinct developmental stage.
The Future Laboratory’s Gen Alpha: From the Sandbox to Roblox report states that there’s less content tailored to navigating the formative years; instead, social media users are seeing content that previous generations wouldn’t have been exposed to.
Dr. Rachel Rodgers, a clinical psychologist specializing in women's, gender, and sexuality studies, told BeautyMatter that given the bidirectional relationship between social media engagement and body image, "the cumulative online experience is shaping appearance concerns." Hence why tweens are asking for $50 moisturizers.
Some brands saw this crisis coming and built differently from the start. Rare Beauty committed $100 million to mental health causes before it launched; Topicals donated $200,000 to mental health organizations as well as 1% of its annual profits; and Haus Labs funds grassroots LGBTQIA+ youth organizations through every Sephora sale. These brands are responding not with marketing campaigns, but with infrastructure, embedding mental health literacy into business models.
With teen beauty spending growing 23% year over year (more than double the overall beauty market's 9%), brands that embed mental health literacy stand to capture a generation that demands authenticity and can instantly spot when something is not authentic.
The Crisis in Numbers
The beauty industry used to offer a pathway to identity exploration. Now, it is marked by surveillance, shame, and crisis. According to Dr. Sanders, beauty has shifted from something playful to something performative: “And when that happens early, it can shape identity around comparison and fear of social judgment rather than exploration and confidence.”
Women's Health UK's State of Modern Girlhood report reveals nearly half (49%) of girls feel sad or hopeless, one in three has considered suicide, more than half feel unsafe online, and two in five say social media makes them feel worse about themselves. “The hopelessness that young girls feel is entirely justified, given these unachievable standards coupled with a discourse that equates beauty with success and happiness,” Dr. Rodgers said.
Among British 11- to 16-year-olds, 79% say that how they look is important, and 52% worry about their appearance. Globally, 55% of 10- to 17-year-olds report body dissatisfaction. American girls as young as seven say they feel held to a different beauty standard than boys their age. By age 13, 53% of girls report being "unhappy with their bodies." By age 17, that figure reaches 78%.
Meanwhile, mental health services are collapsing. In the UK, 1.8 million people are waiting for community mental health treatment, with 940,000 active referrals for children and young people—up from 540,000 in 2020. In the US, only half of those with mental health issues received treatment in 2021, while 2024 research shows more than half of Americans live in areas without access to mental health professionals.
“We see rising anxiety, loneliness, and burnout, but we also see resilience and a real desire for connection and honesty,” Elyse Cohen, Chief Impact Officer at Rare Beauty and President of the Rare Impact Fund, told BeautyMatter. “Our founder [Selena Gomez] has always felt these unrealistic standards of perfection in the industry. Rare Beauty focuses on creating space for self-acceptance, normalizing real conversations, and making mental health support more accessible,” she added.
For an industry that has always heavily influenced how girls see themselves, the stakes have never been higher.
The Algorithmic Acceleration
The internet is reshaping girlhood faster than girls can experience it. 2024 research states that young girls spend an average of 95 minutes per day on TikTok, with eating disorder content appearing every 4.1 minutes on teen accounts, while self-harm content surfaced every 20 minutes. According to more recent research, within eight minutes of opening a social media account, teens are likely to encounter restrictive eating or body-monitoring content.
Dr. Rodgers’s own research shows that “engaging with idealized content (including fitness content) and content that promotes body modification is most harmful to body image due to the immediate effects of exposure, but also the iterative effects of content engagement on future recommended and suggested content that further increase exposure.”
In fact, nearly half of teens say that social media worsens their body image, with those scrolling for over three hours a day being twice as likely to develop eating disorders. Online misogyny also poses a problem: 70% of respondents encountered misogynistic content on TikTok, rising to 80% for women, and 44% of Gen Z women report negative mental health impacts as a result.
“What feels most urgent is how early the pressure starts—and how constant it is. Young people are growing up in an ‘always-on’ environment where comparison is baked into daily life,” Cohen said.
But young girls are reclaiming beauty as resistance, even as they're psychologically collapsing under it.
The Mental Health Literacy Business Model
Lady Gaga’s cosmetics brand Haus Labs partnered with Sephora during Pride Month 2025 to amplify the message of kindness, inclusion, and empowerment, with $1 per Haus product sold funding Kindness in Community, an initiative providing grants to grassroots organizations serving LGBTQIA+ youth that was launched by the nonprofit Born This Way Foundation, founded by Gaga and her mother, Cynthia Bissett Germanotta.
Topicals blends skin condition management with mental health resources. Since 2020, the brand has donated $200,000 to mental health organizations and commits 1% of annual profits to mental health access. Founder Olamide Olowe openly discusses her mental health journey alongside product launches and backs it with research: the brand's 2023 study revealed that 57.4% of people with chronic skin conditions report mental health impacts, including self-consciousness and low self-esteem. Meanwhile, Starface reframes acne as a self-expression opportunity rather than an imperfection to hide. The brand prioritizes community building around shared experience over product efficacy alone, positioning belonging over before/after narratives.
Rare Beauty built its mental health mission into the business model from day one, committing $100 million to mental health causes and designing its product line around mood support, not just aesthetic enhancement. Cohen explained that before launching the brand, they made the commitment to donate 1% of all sales to the Rare Impact Fund. "It shows up in the language we choose; avoiding shame, comparison, or perfection. Authenticity isn't just a creative choice, but a mental health one," she said.
These brands acknowledge girls' reality without exploiting it, offering agency instead of shame, community instead of isolation, and emotional literacy instead of perfection.
But Cohen warns that mental health–washing often looks like borrowing language without doing the work behind it. "It's a surface-level vulnerability without infrastructure," she said.
For beauty brands, the question is no longer whether to engage with mental health; it's whether they can do so with the depth and commitment Gen Z and Gen Alpha demand.
The Authenticity Test
The younger generations are already integrating emotional wellness into their beauty routines. 64% recognize the link between skin and overall health, one in five say mood and energy directly impact their skin, and over one-third have changed their lifestyle or diet for skin health. Self-care is now integral to emotional well-being across all beauty categories.
Dr. Sanders explained that girls are actually very perceptive about authenticity, even if they don't yet have the language for it. "They notice whether a brand shows up consistently or only when it's convenient," she said.
The infrastructure for mental health–literate beauty isn't aspirational. It’s what this generation already expects. They’re using beauty not as escape but as emotional triage, turning daily routines into rituals of regulation and self‑definition.
“Collaborating with content experts, including users, is critical to shaping helpful content. In addition, working with researchers to assess the effects of their branding on consumer outcomes (attitudes and behaviors) would be important,” Dr. Rodgers said. Beauty brands can reduce harm by ensuring advertising and messaging “minimize images of ‘beauty’ or sexualized images,” portray people “in ways that are inclusive and diverse,” and avoid “linking appearance to any internal value or external outcome.”
The new accountability metric? Emotional impact.
The Business Opportunity
Operationalizing mental health literacy means embedding it across every layer of the business. That includes product development designed for emotional regulation, not just aesthetic outcomes.
Marketing language that normalizes mental health vocabulary. Community architecture that builds peer support structures, not just follower counts. Educational content developed with mental health experts that provides resources beyond the product. And long-term commitment with multiyear strategies and measurable impact, not one-off campaigns.
“Real commitment shows up in funding, partnerships, resources, and sustained engagement beyond the product itself,” Dr. Sanders said. “If brands are serious about not making girlhood worse, the most important shift they can make is to intentionally slow beauty down for younger consumers.”
Brands that move first won't just capture teen and tween girls’ loyalty; they'll define what mental health literacy means for the next decade of beauty.
