Officers were called at 3.46pm to a report of concern for the girl, who was at Whitmore Bay, Barry Island, in South Wales.
The girl is described as white, 5ft 7in tall, of average build with long black hair and last seen wearing a multi-coloured dress.
Inspector Bob Nicholls of South Wales Police said the teenager was in the water with friends when she got into difficulty.
'She was in the water with friends,' he said. 'We believe she has got into some difficulty and we are looking for her at the moment.
'The coastguard has got three boats launched, South Wales Police helicopter and the search and rescue helicopter have been deployed.
'Numerous resources on foot have been deployed for the search.
'She was on holiday in the area. Her parents are aware and with officers at the moment.'
A force spokesman said: 'South Wales Police together with HM coastguard are currently searching the location and a missing person enquiry is ongoing.'
Anyone with information is asked to call South Wales Police on 101.
Coastguards believe the girl could have been in difficulty in the water for up to an hour before the situation was reported to them.
Steve Jones, rescue centre manager for HM Coastguard Swansea said: 'The incident was reported to us at 15.54 but we believe she could have been in trouble in the water up to an hour before then.
'We had a report that a fisherman saw her.
'We are dumbfounded that something wasn't said to us earlier and are investigating but our main priority is the search, which is massive.
'We have the HM Coastguard helicopter up from Portland, we have the South Wales Police helicopter and three RNLI lifeboats on the scene.
'A coastguard rescue team from Barry is continuing to search landside.
'We don't believe that she was that far out in the water. We are going on the assumption that she has not come out of the water.
Coastguards believe the girl could have been in difficulty in the water for up to an hour before the situation was reported to them.
Steve Jones, rescue centre manager for HM Coastguard Swansea said: 'The incident was reported to us at 15.54 but we believe she could have been in trouble in the water up to an hour before then.
'We had a report that a fisherman saw her.
'We are dumbfounded that something wasn't said to us earlier and are investigating but our main priority is the search, which is massive.
'We have the HM Coastguard helicopter up from Portland, we have the South Wales Police helicopter and three RNLI lifeboats on the scene.
'A coastguard rescue team from Barry is continuing to search landside.
'We don't believe that she was that far out in the water. We are going on the assumption that she has not come out of the water.
Normally, if she had come out then we would have found her by now.
'The police are checking the address where she was staying. They are speaking to her friends who were in the water with her.
'We are really concerned and ask that if anyone has any information that they contact us.
'If she is still in the water, as the time passes by, our concerns grow even deeper.'
Mr Jones said the team would continue searching for as long as possible, though the helicopters would have to refuel at some stage.
'The girl has to be somewhere,' he said. 'We just hope she is on land but are concentrating our efforts seawards.'
Plaid Cymru councillor Steffan Wiliam said: 'Our stretch of coast has the world's second highest tidal range, second only to the Bay of Fundy.
'The main issue is that Whitmore Bay is a pocket shape. You have to be careful but it is generally very safe, particularly now we have lifeguards.
'If you swim between the two strips of flags you should be fine. You always have to be sensible on the beaches here.
'I am very concerned to hear that this girl has gone missing. I am the parent of three kids myself and it is awful to hear news like this.'
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