Dr. Alfredo Borriello was invited as an expert in plastic and aesthetic surgery on the renowned show Porta a Porta, hosted by Bruno Vespa on Rai 1. The episode, dedicated to the theme "Aesthetic treatments: the anti-aging cream business is reaching children too," addressed one of the most debated topics in recent years in the world of aesthetic medicine and cosmetology.
In recent years, the market for aesthetic treatments and anti-aging creams has experienced exponential growth, reaching a multi-billion-euro turnover globally. What was once a sector reserved for an adult audience now targets increasingly younger age groups. The "Sephora Kids" phenomenon — young girls and preteens purchasing and using advanced skincare products, anti-aging serums, and treatments designed for mature skin — has sparked an intense debate among dermatologists, pediatricians, and plastic surgeons.
The show analyzed the causes behind this trend: the influence of social media and TikTok in particular, where multi-step skincare tutorials are promoted by very young influencers; the social pressure toward unrealistic beauty standards; and the marketing strategies of cosmetic brands that, knowingly or otherwise, target an increasingly younger audience.
The data presented in the studio was alarming: according to recent surveys, a significant percentage of girls aged 10 to 14 regularly use anti-aging products, with the real risk of damaging skin that is still developing with overly aggressive active ingredients such as retinol, exfoliating acids, and high-concentration vitamin C.
As a plastic surgeon with decades of hands-on experience, Dr. Borriello brought his authoritative perspective to the discussion. He emphasized that the skin of girls and adolescents absolutely does not need anti-aging treatments: collagen is naturally produced in abundance until ages 25-30, and the premature use of aggressive active ingredients can disrupt the delicate balance of the skin barrier, causing irritation, sensitization, and even accelerating the very aging processes one would wish to prevent.
Dr. Borriello highlighted the critical importance of distinguishing between medical treatments performed by qualified professionals — based on personalized diagnoses and scientifically validated protocols — and the unregulated market of cosmetic products that promise miraculous results without any scientific foundation. "Serious aesthetic medicine always starts with an individual medical assessment," the doctor stressed, "not with a viral social media trend."
He also warned parents: the desire of young girls to imitate the beauty routines they see online is understandable, but it is the responsibility of adults to guide them toward healthy habits appropriate for their age. A good moisturizer and sunscreen are all that young skin needs.
During the show, the concrete risks associated with the improper use of active cosmetics on young skin were discussed in depth:
Considerable attention was dedicated to the role of TikTok and Instagram in spreading these trends. Videos with millions of views show complex skincare routines performed by 8-to-12-year-old girls, normalizing the use of products like retinol, glycolic acid, and serums specifically targeting wrinkles and dark spots. Dr. Borriello observed how these contents create a distorted expectation in the minds of the youngest, making aging seem like a problem to fight from pre-adolescence onward.
The responsibility, as emerged from the debate, is shared: brands that do not explicitly discourage the use of their products by minors, platforms that do not adequately filter content, and a general lack of skin health education in schools and families.
Dr. Borriello took the opportunity to provide the audience with clear guidance on how to care for skin appropriately at every age:
Porta a Porta, the historic Rai 1 show hosted by Bruno Vespa, is one of the most watched and influential television programs in Italy. Being invited as an expert on this program represents an important recognition of Dr. Borriello's expertise and authority in the field of plastic surgery and aesthetic medicine.
The appearance allowed Dr. Borriello to reach millions of viewers with a message of responsibility and awareness, helping to clarify a topic that directly affects the health and well-being of the younger generation.
This television appearance is part of Dr. Borriello's ongoing commitment to medical and scientific communication. Always convinced that correct information is the first tool for protecting patients, the doctor carries forward his educational mission both in his Naples practice and through national media.
The message is clear: beauty does not need shortcuts, especially when it comes to the very young. Relying on qualified professionals, being wary of passing trends, and respecting the natural timing of one's skin are the three pillars of a healthy approach to self-care.
This content is intended for informational and educational purposes only. It does not in any way replace professional medical advice, diagnosis, or treatment. For any medical questions or concerns, it is essential to consult your physician or a qualified specialist.
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