Thanksgiving just happened and now we’re being overwhelmed with black Friday and Cyber Monday deals. My inbox is OVERFLOWING. On my refrigerator hangs a Christmas wish list for my 9 year old. It’s filled with beauty products this year. Nail polish I get, but toner? Moisturizer? 9 year olds have perfect skin, so why are girls being pressured into skincare products they don’t need? Her friends have the same ask. Big brands like Drunk Elephant and Bubble Skincare have found their way into the skincare routines of girls under 13, thanks to clever marketing and influencer trends. But do our kids really need these products? Spoiler: no. Not only can they be unnecessary, but they might even do more harm than good. It’s hard as parents to say no to things that are gaining popularity through an entire age group. But we can, and we should. Here’s a look at why—and some better alternatives from amazing small businesses that prioritize gentle, natural care.
The Problem with Big-Brand Skincare for Kids
Big-name skincare products are loaded with ingredients that are often too harsh for young, sensitive skin. Active ingredients like glycolic acid or retinol, designed for adult skin issues, can irritate or even damage pre-teen skin. Worse, many products contain chemicals like phthalates, which have been linked to hormone disruption. (Source: George MasonUniversity)
Then there’s the psychological toll. Marketing often tells girls that they need these products to be beautiful or accepted, creating unnecessary pressure and self-esteem challenges. These brands are all over social media and YouTube, which kids are absorbing like crazy. Living in the sunshine state I’ve come to appreciate a less is more approach. It’s time to shift the narrative, we all remember those awkward teenage years. While we don’t want that for our daughters, there’s a better way to do this—and support small businesses while we’re at it!
Small Business Alternatives to Big-Brand Skincare
Here’s how you can swap some big-name brands with small-business alternatives that offer natural, effective, and gentle skincare options for your pre-teens.
1. Swap Drunk Elephant for Farmers Daughter Skincare
- Why the Swap?: While Drunk Elephant markets itself as clean and effective, their products often contain strong active ingredients (like vitamin C serums and exfoliants) that aren’t suitable for young skin. This is one product I hear about my daughter friends using a lot.
- Meet Farmers Daughter Skincare: This family-run company uses locally sourced, organic ingredients to create gentle skincare. Their Honey Glow Face Wash and Calendula Cream are nourishing and perfect for sensitive, youthful skin.
- Price Range: $12 to $40.
- Website: farmersdaughterskincare.com
- Instagram: @farmersdaughter.skincare
2. Swap Bubble Skincare for Primally Pure
- Why the Swap?: Bubble Skincare targets teens with colorful packaging and promises of clear skin, but its products often include synthetic fragrances and unnecessary ingredients. This was the very FIRST display I saw when walking into Ulta a few months ago. As a merchandiser, I can tell you this speaks volumes about the money and priority behind marketing these products to kids.
- Meet Primally Pure: Focused on natural and non-toxic formulations, Primally Pure is the perfect gentle alternative. I first heard about this brand on Gracie Norton’s podcast and ordered their products last February for myself. I have their body butter in my cart for Christmas, and their deodorant is a cult favorite.
- Price Range: $16 to $48.
- Website: primallypure.com
- Instagram: @primallypure
3. Swap Glossier for S.W. Basics
- Why the Swap?: Glossier’s minimalist branding appeals to young girls, but many of its products contain hidden irritants like fragrance and dyes.
- Meet S.W. Basics: This Brooklyn-based company strips skincare down to the essentials with five ingredients or fewer per product. Their Simple Toner and Cream are perfect for sensitive skin that doesn’t need anything extra. They carry products for babies and for mature skin, covering everyone with safe skincare.
- Price Range: $10 to $30.
- Website: swbasicsofbk.com
- Instagram: @swbasics
4. Swap Cetaphil for Fatco
- Why the Swap?: Cetaphil is a go-to for sensitive skin, but its ingredient list includes synthetic preservatives and parabens.
- Meet Fatco: Using nutrient-rich tallow and other natural ingredients, Fatco creates effective, chemical-free skincare. Their Cleansing Oil is a game-changer for keeping skin balanced, and their Body Butta is ultra-hydrating.
- Price Range: $12 to $38.
- Website: fatco.com
- Instagram: @fatcobeauty
A Better Legacy for Our Girls
Teaching our daughters good skincare habits doesn’t have to mean falling for marketing gimmicks or chemicals. In fact, it makes me angry that they are being targeted. By choosing thoughtful, small-business products, we can set an example of self-care rooted in simplicity and confidence—not pressure and perfection. Are girls being pressured Into buying skincare products they don’t need? Let me know in the comments your thoughts, and any great skincare brands you love.
