In a new social video, Drew Barrymore bedazzles her face with glitter, jewels and stickers. But this isn’t a cosplay tutorial or a breezy promo for her daytime chat show.

It’s the launch of #TheFaceof10 campaign from Dove as the brand continues to address the ills of social media head-on, specifically the TikTok trend that has tweens snapping up anti-aging products for their elaborate skincare routines.

Barrymore, a child star who “grew up in a makeup chair,” says in her post that she’s aware how “obsessed” young girls are with their skin care regimens, but “when it comes to anything anti-aging, I don’t even know if that’s the exact messaging for adults—because you will never anti-age.

“If you’re lucky, you’ll actually get to age,” Barrymore says. “But young girls, they don’t need anything anti-aging.”

Path to anxiety

The campaign, the latest in Dove’s ongoing assault on the beauty industrial complex, sounds the alarm on the TikTok trend that has “children and tweens rushing to buy and use anti-aging skincare products at unprecedented rates.”

In its own social posts and press announcements, the brand calls the current craze “a gateway to increased anxiety around appearance with nearly 1 in 4 young girls (10-17 years old) feeling judged about how their skin looks.”

The brand has recruited Barrymore as a public spokeswoman of #TheFaceof10, also working with dermatologists, educators, creators and body image experts to create a free companion guide called The Gen A Anti-Aging Talk. The resource, in a turnabout-is-fair-play move, is available on TikTok, as well as other platforms.