Kirra Pendergast · 13/11/2025 · 1 min read
Six years ago, I was invited to speak at a school where one of the students was already a well-known influencer who was having a profound effect on her peers. She was 11. Her platform? Skincare routines.
Today, it’s not just worse. It’s everywhere.
“Get Ready With Me” videos are now a daily ritual for primary school girls. Morning routine. After-school routine. Night routine. Cleanser, toner, serum, lip mask, ice roller. Ten steps, tapped out by tiny gel nails on 10-year-olds unboxing yet another haul from the same three beauty chains.
Some of these children are now being gifted products directly by brands. Products that cost those companies less than $20 to manufacture but the influence? It’s worth far more, and they will not be paid as a child model or actor would.
With one unboxing, they’re broadcasting a message to thousands of little girls that you need this to be beautiful. You need this to be enough.
What about those that can’t afford it? What about those watching that walk start believing their skin, their perfect childhood skin, is already something to fix?
This isn’t about play. This is a marketing strategy with a child’s face on it.
We are not just witnessing the collapse of childhood. We’re watching it be monetised.
The question for us, especially those of us in digital, education, governance, and leadership, is no longer “what’s going on?”
It’s how long will we stay silent?
Read more here: https://kirrapendergast.substack.com/p/before-they-break-out
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