In Keon Zhang’s household, it started with a rite of passage: his eight-year-old discovering a pimple.
“She was like, ‘Daddy, I need to get rid of them … I need a skin care routine,’” said the chief executive of beauty brand Back to Earth Skin.
“And then, here my son comes up and he’s like, ‘Do I need it?’”
For others, the impulse to dive into a beauty regimen has come from the endless scroll of social media posts showing influencers slathering on Drunk Elephant skin care products, reaching for Dior’s lip oil and swearing by Sol de Janeiro’s Brazilian Bum Bum cream.