※This article is an edited version of a survey conducted for『ampule magazine vol.16』, with additional analysis that could not be included in the print edition.

With new trends spreading through social media, what’s the current state of kids’ makeup?

We conducted a thorough analysis of Instagram posts related to kids’ makeup to uncover the real-world trends of today.

[ Survey Overview ] We collected post data tagged with hashtags related to kids’ makeup and analyzed the content of these posts—including visual information such as images and videos—using multimodal AI. Target platforms: Instagram / Target hashtags: #KidsMakeup #SchoolMakeup #StudentMakeup #KidsCosmetics #SchoolMakeup # Makeup Play #ElementarySchoolMakeup #KidsMakeup #MiddleSchoolMakeup #HighSchoolMakeup #SchoolCosmetics Timeframe: January 1, 2021 – February 20, 2026 / Number of Data Points Collected (Subject to AI Analysis): 22,550 / Number of Valid Analysis Samples (Posts unrelated to beauty were excluded based on AI analysis results): 21,263

The Current State of Kids’ Makeup, as Seen Through the Data

Increase in Posts from Younger Age Groups

Looking at the trend in the number of posts over the past five years or so, it is clear that posts related to kids’ makeup have been on the rise in recent years.

Over the past five years, the total number of posts has roughly doubled. When broken down by age group, posts featuring preschoolers and elementary school students have increased particularly sharply. While junior high and high school students accounted for more than half (57.7%) of posts in 2023, the proportions reversed by 2025 (preschoolers & elementary school students: 66.1%, junior high and high school students: 30.8%).

Among posts featuring preschoolers and elementary school students, there has been a particularly sharp increase in posts from business accounts, such as photography studios and toy brands (2021: 549 posts; 2025: 1,846 posts). These results reflect a new trend in social media marketing and suggest that content shared by business accounts may be driving the growth of the kids’ cosmetics market targeting younger age groups.

The most common category is “point makeup.”

While the vast majority of posts are made by family members, companies, or stores—that is, by people other than the child—the number of posts reflecting the child’s own preferences gradually increases starting in the upper elementary school years. During early childhood and the lower elementary school years, makeup is often treated as part of special “play” or “events”—such as Shichi-Go-San, recitals, Halloween, and dance events—that are distinct from daily life. However, as children grow older, makeup shifts from being merely “play” to a “means of self-expression,” which likely makes it easier for the child’s own preferences to be reflected in the content of their posts.

In terms of categories, “accent makeup” such as lipstick and eyeshadow accounted for the largest share at 31%. Driven in part by parents’ concerns about skin irritation, accent makeup—which is easy to apply and comes in a wide range of colors—seems to be a popular choice. Incidentally, while we did not include nail art in this analysis due to its potential impact on accuracy, there are a significant number of posts on the topic under the hashtag “#KidsNails,” totaling 114,000 as of March 2026.

Furthermore, while short videos have become the mainstream format on social media in recent years, carousel posts—which use multiple still images—accounted for 63% of all posts related to kids’ makeup. It is believed that carousel posts are preferred because they make it easier to present a larger amount of information, visually convey the makeup process and changes, and are simple to create and share.

Trends by Age Group TOPICS

Preschoolers

Kids' Cosmetics with a Wide Selection to Satisfy Their Sense of Style

Posts featuring preschoolers frequently highlighted cosmetic brands and items specifically developed for children with safety in mind. These features appear to be crucial factors in giving parents the confidence that the products are safe for their children to use.

Many posts also showcased products featuring character collaborations or sparkling, glittery designs. For preschoolers, makeup is enjoyed less as a means of looking "beautiful" in the adult sense and more as a form of "pretend play" or "playing dress-up"; it is often incorporated into games where they pretend to be princesses or mimic their mothers. Because these products look more like toys, novelty items, or character merchandise than functional cosmetics, the barrier to the act of "wearing makeup" is likely lowered for both parents and children.

Posts Viewed Through the Parents’ Perspective

Since posts involving preschoolers are usually created by parents rather than the children themselves, the content strongly reflects the parents' values.

Rather than the child deciding how they wish to present themselves, posts are often driven by the parent's desire to "capture a cute moment" or "share the fun they had together," making these posts significant as records of parent-child experiences and the child's growth.

By conveying from an early age that "looking cute" and "dressing up" are fun and valuable activities, kids' makeup serves not only as play but also as an early introduction for children to the culture of beauty and fashion.

Elementary school student

A shift toward makeup for self-expression, driven by a growing awareness of how one is perceived.

Makeup awareness spreading through friends, social media, and the media.

The elementary school years mark a period when the significance of makeup gradually shifts as children progress from the lower to the upper grades. In the lower grades, much like with preschoolers, makeup tends to be enjoyed as part of play or special events; however, as children reach the upper grades, their approach evolves—influenced by friendships, social media, video content, and influencers—into a style of makeup that reflects a conscious desire to shape how they present themselves to others.

While makeup can serve as a means to boost self-esteem and express one's individuality, it can also heighten self-consciousness regarding appearance and the opinions of others. Posts featuring makeup worn by elementary school-aged children reflect a process where the child's own preferences and desires begin to emerge, and makeup becomes a familiar form of self-expression shaped by friendships, social media, and current trends.

Junior high and high school students

The focus is on base makeup, with self-expression and impression management becoming increasingly prominent.

The spread of “undetectable makeup” and information sharing within the constraints of school rules.

Since many schools prohibit makeup, posts by middle and high school students primarily focus on "school-appropriate" makeup—styles that look cute and enhanced without getting them in trouble. Influenced by media and social media, there is also a strong emphasis on trending makeup looks and products.

Furthermore, the focus of these posts has shifted to the students themselves; there is a growing trend of sharing information with peers, such as reviews on product usage, recommendations for cosmetics, and tutorials on school-appropriate makeup techniques. For middle and high school students, makeup appears to serve as a means of expressing their individuality and cuteness, even while remaining mindful of school rules and the perceptions of those around them.

The real-life experience of kids’ makeup

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Analysis and Text: Mai Kaneko
Data Collection and Analysis: Hayato Watanabe