Jenna Bush Hager admits daughter Mila, 10, has been sucked into TikTok skincare obsession

Skin is “in” for 2024 — especially if you’re asking Jenna Bush Hager’s 10-year-old daughter.

Speaking with her co-host, Hoda Kotb, on Monday’s episode of “Today with Hoda & Jenna,” Hager, 43, shared that her eldest child, Mila, is part of the growing group of pre-teens who are currently obsessed with skincare.

“My daughter Mila told me that she went to Target yesterday with a friend. And she goes, ‘Look what I bought. This mini Aquaphor, how cute is this?’” Bush Hager shared.

“I just thought, ‘Where have we come?’,” she added.

Hager then revealed that Mila questioned why her mom didn’t care as much as she did about her product purchases.

“I’m like, ‘Mila, because you don’t need it. Look at your beautiful skin. You don’t need it,’” the mom of three responded.

The former First Daughter revealed that despite the fact that her children do not have TikTok or even cell phones, the trend is “spreading down” from kids who do use the app.

Speaking with her cohost, Hoda Kotb, Bush Hager revealed her daughter, Mila, is among the group of pre-teens who are currently obsessed with skincare. Today/NBC

She revealed that Mila recently bought products at Target with friends. “I just thought, ‘Where have we come?’” she told Kotb. Today/NBC

The mom of three added that, despite her kids not having access to TikTok, the trend is “spreading down” from those who do use the app. Instagram/ Jenna Bush Hager

“My kids do not have TikTok and they’re still into it,” she told Kotb. “Their friends get TikTok which then becomes the fabric of our culture.”

Bush Hager said that while her children aren’t “aren’t spending hundreds of dollars at Sephora,” which is something that has been displayed all over social media, “they are going to CVS and Target.”

Kotb added that she, too, knows kids who are currently into skincare, and noted that many of the acidic ingredients included in these products, such as retinol, can actually be harmful for younger skin, according to dermatologists.

Bush Hager said that Mila wondered why her mom didn’t care about her skincare purchases. jennabhager/Instagram

“I’m like, ‘Mila, because you don’t need it. Look at your beautiful skin. You don’t need it,’” Bush Hager responded. jennabhager/Instagram

The former First Daughter said it’s “bizarre” to her that her kids’ playground is now a drugstore. “But it’s also, where are the Barbies?” she questioned. jennabhager/Instagram

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“But it’s also, where are the Barbies? Where is the Nintendo?” Bush Hager questioned. “It’s so bizarre to me that their playground is a drugstore where, when we were little, we wanted to go to like, Toys ‘R’ Us and such.”

The two women aren’t the only famous faces who are concerned about the rising trend.

Bethenny Frankel recently ranted about the “spoiled” teenagers who shop for luxury products at Sephora.

“Now, girls that are my daughter’s age, that are her peers, talk to me like I’m their peer. ‘So what do you think of the Dior? Do you have the Drunk Elephant? Do you have the Charlotte Tilbury?’” she said in an Instagram video. “And I’m like, ‘Bitch, you’re 14.’”