Are we still breaking our children’s confidence?

I was very young when I realised I was pretty but not perfect. Pretty, because I somehow attracted all kinds of male attention, from innocent to downright uncomfortable. Not perfect, because in the world I grew up in, someone was always discussing weight loss, diets, and how girls “should look.” It was casual, normal, constant. I absorbed it like air.

That’s how my inner war began, hiding in photographs, avoiding the centre of the frame, zooming into every picture as if it held a verdict on my worth. Later came the food guilt. Then social media arrived with its flawless bodies and happier-than-life faces. And filters? They became a soothing balm and a silent poison at once, fixing my face while quietly breaking my confidence.

This was 30 years ago. I believed things would be different for our children.

And then, last month, I came across the newest “innovation”: makeup lines for kids as young as 10-year-olds. Foundation for tweens. Glitter serums. Mini contour kits. “Kid-safe” lip plumpers.

Are we serious?

I brought it up with a group of parents recently. One mother said, “But it’s harmless. It’s just fun.” Another added, “All her friends use it. She’ll feel left out.”

And a father quietly admitted, “Honestly, I don’t know what’s normal anymore.”

Here’s what the data says, because this isn’t about overreacting.

A 2022 American Psychological Association report found that children exposed to appearance-enhancing products before age 12 had significantly lower body satisfaction and were three times more likely to experience appearance anxiety by adolescence.

Another study from the Journal of Adolescence showed that early exposure to beauty products increases a child’s tendency to social comparison — “Do I look like her?” “Am I enough?” — almost two years earlier than previous generations.

Many child-labeled products still contain fragrances, dyes, microplastics, and endocrine-disrupting chemicals. Anything absorbed by the skin enters the bloodstream. These are not adult bodies — they’re growing organs, developing hormones.

But here’s the part we’re not talking about enough.

The children’s skincare and makeup industry is booming, and it is booming on the back of children’s insecurities.

According to a 2024 MarketWatch analysis, the kids’ cosmetics segment grew by 32% in just two years, fueled mostly by social-media trends. Brands aren’t selling to parents anymore; they’re selling directly to children — using cartoon packaging, influencers, “get ready with me” videos, and subtle messages like “Glow like your favourite star.”

When a 10-year-old says, “I need concealer because my skin looks bad,” that isn’t play. That is marketing meeting vulnerability.

I heard a mother proudly declare that her daughter now has a nine-step “night routine.” She’s TEN. And every product promises something brighter, smoother, clearer, better.

But what is the message behind all these promises?

That their natural face is somehow not good enough.
That being a child is something to correct, not celebrate.

We survived the confidence wounds of our time.
But if we don’t wake up now, our children won’t just inherit them — they’ll live them much earlier, much deeper.

Childhood is not a market to tap into.
It is a sacred phase to protect.

And maybe it’s time we, as parents, ask:
Are we raising confident kids — or unintentionally raising customers?

Ruchira Darda

Ruchira Darda is a certified parenting coach (ACC), NLP Practitioner, author, and the founder of parentwithpurpose.in. She works with families across India through her initiatives WOW, MahaMarathon, and The Yellow Door.