Gen Z embraces body positivity, but, for some, this egalitarianism only operates from the neck down, writes Laura Craik
When I was 14, I went for a sleepover at Jeanette’s house. As we were brushing our teeth for bed, she took three bottles from the bathroom cabinet, squirted a glob of white cream into her palms and started patting it onto her face, removing it with cotton wool. Next came a clear liquid, applied with more cotton wool. Then finally, another cream, more translucent than the first. “It’s how you prevent spots,” she said, seeing me gawp. “Cleanse, tone, moisturise.”was non-existent.
If social media fans the flames, the beauty industry does little to discourage any fears. Since insecurities fuel sales, it’s good for business to fuel them even younger. It’s never too early to start building brand loyalty or growing market share. It’s why the bathroom cabinet of today’s teen extends far beyond the “cleanse, tone and moisturise” mantra, and is as likely to include serum, retinol, hyaluronic acid and other products full of ingredients they don’t need.
The beauty writer who coined the term, Jessica de Fino, did acknowledge that the serum mom was “but a product of the beauty-obsessed culture around her”, but that hasn’t stopped others pointing out that a parent who uses Botox and filler may not exactly be the best role model. Not yet, my love. My daughters know I haven’t had any, but I also hope they know this doesn’t make me deserving of a medal for services to ageing. I’m not “brave”: I’m just fortunate not to have sagged and wrinkled to the extent that I feel I need any – yet. I’m also blessed with friends who have a similarly gung-ho attitude to ageing. “What’s the point of Botox?” asks one. “You’ll only end up needing more.” Another simply doesn’t want to add another thing to her already long to-do list.
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