With more and more young children linking their self-esteem to self-image, many of them seem to want to look “prettier” than they already are. The result: beauty treatments. Psychologist Pavan Sonar says that the pressures of looking good, especially in the case of young girls, have gone up lately. “It’s the adolescents’ idea of what they think is important to be accepted by peers. Centuries of socialisation has ended up creating stereotypes about what hair, skin, teeth or eyes should look like for a person to be considered beautiful. Given the role models around – film stars, models, etc – the pressures are greater on the girl child,” says Sonar.

Meena Gopal, faculty at Tata Institute of Social Science’s Centre for Women’s Studies, blames the media to some extent. “Unlike adults, who tend to be more cynical, young girls get swayed by the continuous bombarding of unreal images through films and advertising; cascading silky hair, perfect nail and teeth, and flawless skin is what they aspire for. Parents are, at times, responsible too,” says Gopal.

Sonu Thadani, 42, started straightening her hair on the suggestion of her 15-year-old daughter, Kajal. She even started wearing jeans and tops instead of salwar-kameez to keep Kajal happy. “She is my only daughter and this is perfectly harmless indulgence. If something as little as me changing my appearance makes her happier, what’s wrong with it?” says Thadani, a working mother who had brought her daughter for a keratin treatment (a hair-straightening process) at a Goregaon salon.

Kajal throws an arm over her mother’s shoulder, and says, “My mom’s a close friend. If I want bangs, highlights or a special anti-acne facial, I know I can tell her unhesitatingly.” Thadani says bonding with her daughter over shopping and beauty treatments have brought them closer. “But that doesn’t mean I’m not firm with her. As a parent, you should always be aware of how much you are willing to indulge your children, and where to draw the line.”

Beauty salons, on the other hand, seem to be aware that there are certain dos and donts when it comes to using beauty products on children. Twenty-four-year-old Hazel Pradhan, a beautician, says that the salon she works at follows the procedure of informing parents and children of the harmful affects of certain products. “It’s better to use more natural products, which gives them the desired look without exposing them to anything harsh,” says Pradhan. Renu Kant, whose salon Pradhan works at, says that looking after the needs of younger patrons makes good business sense too. “When parents see that we are concerned about their children, they want to come back.”

Sonar says parents need to play a more active role when it comes to building self-esteem among children. “Parents need to take a hard look at their own understanding and appreciation of inner beauty. And they need to instill in their kids the idea that self-belief isn’t connected with outer attractiveness.”