Cosmeticorexia: How girls are falling down a skincare rabbit hole

"Get ready with me to go to my best, best friend's house," Ellie-May says enthusiastically at the camera.

The then 10-year-old smiles and explains her multi-step skincare routine on TikTok.

"I love, love, love, love, love this toner," she says, as she rubs the translucent liquid into her skin. Next, it's a serum designed to make your skin glow, "Oh my god it's so glowy," she gushes.

She makes a "smoothie" out of her fluffy yellow cream, rubbing blobs on the back of her hand and mixing it with a tinted moisturiser.

As she talks, she carefully dabs concealer under her eyes and adds some pink blush and highlighter to her cheeks. Then she curls her lashes and applies mascara and lip gloss.

She's ready, she says, well, shortly after she's blow dried and straightened her hair.

Ellie-May is now 13. She's been using skincare and advertising it since she was eight years old. What began in lockdown as a bit of fun has become a main source of income for her family. They have social media accounts across Facebook, TikTok, YouTube and Snapchat. Ellie-May's own TikTok account has more than 330,000 followers.

Her mum Sophie, who has five other children, says they make over £50,000 a year from posting content on their various platforms.