Twelve-year-old Anvita knows essences and sheet masks better than the multiplication tables her mother wishes she would revise. Every night, the tween from Gurgaon follows a 10-step Korean skincare routine she picked up from Instagram reels. This includes cleansing oils, foaming washes, toners, serums, moisturisers and sleeping packs. She scrolls through posts by her favourite influencers for tips on how to grow thick brows, keep her lips soft and tinted, and achieve the flawless ‘glass skin’ glow.
Conversations with friends go on for hours about which products “really work” and which brands are worth the splurge.