How TikTok is influencing Generation Alpha
Girls' Skincare Routines
DOI:
https://doi.org/10.62701/revsocial.v14.5562Keywords:
TikTok, Generation Alpha, SkinCare, Influence, Consumption, PlatformsAbstract
This study examines how TikTok shapes skincare routines and consumption among Generation Alpha girls aged 10–12. Using a qualitative approach, structured interviews with seven experts and semi-structured interviews with 20 Portuguese girls were conducted. Findings show that TikTok acts as an entry point to early beauty practices and a strong driver of consumer behaviour, amplified by algorithmic visibility. Girls associate skincare routines with maturity, identity, and social belonging. While TikTok can foster confidence and creativity, it also promotes premature consumerism, unrealistic beauty ideals, and potential health risks, revealing its ambivalent influence on young users.
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