On June 15, the UK government announced in parliament its consideration of a ban on social media use for under-16s, following Australia’s world-first legislation in December 2025. The proposed ban requires platforms to prevent children from accessing major social networks. While the proposal is primarily framed as a child safety measure, it could have significant implications for industries such as beauty and wellness that have become increasingly reliant on social media to reach younger audiences.
For beauty brands, the timing is particularly notable. Gen Alpha has emerged as one of the industry’s most influential consumer groups, with platforms such as TikTok, Instagram, and Snapchat playing a central role in product discovery, skincare education, trend formation, and parental purchase influence. As regulators move to restrict access, brands may be forced to rethink how they engage with a generation that has shaped everything from viral skincare products to the rise of the “Sephora kids” phenomenon.
The beauty industry may not explicitly target under-16s, but it has undoubtedly benefited from youth-driven social discovery. Over the past two years, the rise of Sephora kids, tween skincare routines, influencer-led product recommendations, and Get Ready With Me (GRWM) content has transformed social media into one of beauty’s most powerful discovery channels. Products can go viral overnight through creator reviews, skincare routines, and recommendation videos, often reaching audiences well below the platforms’ official minimum age requirements.
The scale of that audience is significant. According to UK government data, 81% of children aged 10-12 use at least one social media platform, while Ofcom reports that 97% of 13- to 17-year-olds have a profile on at least one social, messaging, or video-sharing service. TikTok is used by 61% of 13- to 17-year-olds in the US. As a result, children are increasingly influencing household purchasing decisions. If access to these platforms becomes restricted, beauty brands could face a fundamental shift in how younger consumers discover products, engage with trends, and build brand loyalty.
“This ban is not anti-tech. It is pro-safety. Children are being asked to make adult decisions on platforms deliberately designed to keep them scrolling, sharing, and coming back for more,” said Graeme Stewart, Head of Public Sector at Check Point, in a press release. “The most important part of today’s announcement is not just the ban itself, but the move to restrict harmful features such as livestreaming, stranger contact, and addictive design.”
In Australia, platforms including Instagram, Snapchat, TikTok, YouTube, X, Reddit, Thread, Twitch, and Kick are considered age-restricted by Australia’s eSafety Commissioner. Companies can face fines of up to AUD $49.5 million if they fail to take reasonable steps to prevent under-16s from creating or maintaining accounts.
For beauty brands, Australia offers an early indication of what a similar policy could mean in practice. Marketers may need to rethink their reliance on social-first discovery and invest more heavily in alternative channels. Within the first month of Australia’s under-16 social media ban, platforms reported that more than 4.7 million social media accounts belonging to under-16s were deactivated or restricted. As a result, rather than relying on algorithm-driven discovery, brands are now shifting investment toward streaming platforms, gaming ecosystems, cinema, out-of-home advertising, and experiential activations. The change is also prompting a move from behavioral targeting to contextual marketing, with brands increasingly focusing on cultural moments, entertainment, and family audiences rather than direct social media engagement.
For beauty marketers, a ban could accelerate a shift away from underage TikTok virality and force brands to rethink how they reach the next generation of consumers. Access to Gen Alpha audiences could become more limited, influencer partnerships may face greater scrutiny, and brands could come under increased pressure to ensure messaging, products, and educational content are genuinely age-appropriate. At the same time, marketers may need to place greater emphasis on parent-facing communication, building trust with families rather than relying solely on peer-to-peer recommendation and social media trends.
The change could also encourage beauty companies to diversify their marketing strategies. Retail experiences, product sampling, community events, owned media channels, gaming environments such as Roblox, and policy-compliant educational initiatives could all become increasingly important ways of engaging younger consumers.
Ultimately, the proposed ban does not mean Gen Alpha disappears from beauty culture. Instead, it signals a future in which brands may need to reach younger consumers differently, with greater emphasis on parental trust, responsible skincare education, age-appropriate products, and marketing channels that can withstand growing regulatory scrutiny.