A child is browsing cosmetics at an Olive Young store. (Yonhap)
SEOUL, Dec. 17 (Korea Bizwire) — A growing number of South Korean children and teenagers are embracing makeup as part of their everyday culture, driven by social media trends, easy access to inexpensive cosmetics and a loosening of school restrictions.
The shift has sparked concern among parents and educators who worry about the deepening pressures of appearance-oriented culture.
On Instagram and TikTok, videos tagged “student makeup” have garnered millions of views, many featuring middle- and high-school students — and increasingly, even elementary school children — demonstrating daily routines and product tips.
Major retailers, including Olive Young and big-box supermarkets, report a noticeable rise in teenage customers testing lip tints and eye shadow. Toy aisles now carry cosmetic kits for children as young as six.
Experts and parents say social media is a key driver. Makeup tutorials such as “Get Ready With Me” videos are widely consumed by teenagers seeking to emulate influencers or find cosmetics suited to their “personal color.” Some parents say children spend nearly an hour each morning applying makeup, treating cosmetics as collectable items much like stationery.
Schools, once strict about appearance, now tend to overlook light makeup, students say, leading many to apply subtle cosmetics during the day and shift to full makeup by the time classes end.
Cheap products — many priced between 1,000 and 5,000 won — have further widened access. Retailers are also actively courting the youth market with teen membership programs and discounts.
Children’s cosmetics are being sold at a large supermarket.
Public sentiment is divided. Some argue makeup has become a legitimate youth culture, a way for teenagers to express themselves and build confidence.
Others warn that younger children are becoming overly exposed to beauty standards and social comparison. Parents of elementary school girls increasingly voice concern that makeup habits are forming too early.
Child development experts say the trend reflects adolescents’ heightened self-awareness and desire for self-presentation.
While makeup itself is not inherently harmful, they caution that without proper guidance, children may develop excessive fixation on appearance. They recommend balanced conversations at home and education on healthy skincare habits rather than outright bans.
Lina Jang (linajang@koreabizwire.com)
