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Article ‘Dystopian’: New Skincare Brand Aimed At Children Blasted By Experts

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A skincare brand, co-founded by actress Shay Mitchell, has attracted criticism from parents and experts, after launching its first products – face masks for children as young as three.

Rini is described as a ‘consciously crafted skincare and play brand developed specifically for kids’. The foundation products include Hydrating/After-Sun Hydrogel Facial Masks and Everyday Facial Sheet masks, described as being created for ‘growing faces’ aged three and over.

Boy wearing a Rini face mask.
Rini children's face mask founders with kids.

Shay, who rose to fame in Pretty Little Liars, shared the launch of her brand to her 35 million Instagram followers, saying, “This has been three years in the making, inspired by my girls, their curiosity, and all the little moments that made me realise how early it starts.

“Rini isn’t about beauty it’s about self-care. About teaching our kids that taking care of themselves can be fun, gentle, and safe.”

Rini children's face masks.
Young girl wearing a Rini face mask.

However, the backlash was swift, with parents flooding the comments with concerns.

“Horrified,” commented one mum.

Another asked, “Please explain to me why literal toddlers need face masks and skin care and to be sitting in front of a makeup mirror looking at themselves? They should have playing and getting dirty and not caring what their skin looks like at that age. Sigh. This just seems so unnecessary.”

The sentiments have been echoed by some skin experts, including Dr Amy Perkins, a Scotland-based dermatologist.

Dr Perkins labelled the products as ‘dystopian’.

“Hydrogel masks. After-sun repair. Vitamin serums for preschoolers. All marketed as “confidence,” “creativity,” and “self-care.” But children don’t need skincare routines. They need messy play, and adults who protect them from beauty marketing that tells them their skin needs “fixing” – and those that do have problems with their skin barrier need seen by a doctor.

“The beauty industry has already captured teens and tweens. Now it’s creeping into childhood, normalising beauty consumerism before kids even start school. This isn’t skincare. It’s social conditioning. Let kids be kids.”

Supernanny Jo Frost even weighed in, commenting, “They don’t need beauty routines they need hygiene routines, dear God what parents have to put up with!”

This article first appeared on Mouths Of Mums.

What do you think of skincare for preschoolers? Share your opinion in the comments below.

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Comments

  • I’m all for starting a skin care routine when you’re young, but I think 3 is way too young. When they’re teenagers yeah for sure

  • If a child has skin issues, then yes try different products to correct the issue. However, if a child’s skin is healthy, there is no need for products other than sunscreen as well as sun protection measures such as hat, rashie shirt etc.

  • If they had created a sunscreen that doesn’t sting their eyes and comes in fun packaging that encourages sun safety, I would have been all for this brand.
    Instead what they have done is encourage those insecurities that have plagued generations before them.
    Its damaging and completely unnecessary. No one asked for this and children do not need this.

  • Look I’m all for educating and teaching children about skincare. But I feel that this is missing the mark and adding to the pressures that kids face this day and age. I feel the skincare a 3 year old needs is to be able to clean there face after a meal and put sunscreen on that should be all. Anything above that is really unnecessary

  • I couldn’t believe it when i first read about this and seeing what they were selling and who they were targeting with these products. What message are we sending our young kids if we feel the need to market things like this so early on? They are young and definitely dont need it!

  • I agree with the critics. We are such a vain world nowadays and it leads to all the social media bullying and unrealistic expectations. Kids of 3 have beautiful, plump soft skin that just needs general care and nothing more. This is definitely just a marketing thing to make money. Let kids be kids.

  • I think this is pretty crazy. At that age all kids need is SPF and the occasional moisturiser for typical skin, more often if they have skin that leans more sensitive or dry. A line like this causes more issues, in my opinion. Targeting an age group so young will normalise the use of excessive products when it’s unnecessary. It feels like a money grab. I adore my skincare routine, but there’s no way I’ll be putting my child onto sheet masks or serums at that age.

  • Very much not needed at all but at the same time if you are a beauty aware Mum and your little kids are watching you do all these things to yourself they will quite often want to join in. Its not needed but if Mum is giving herself a face mask it wouldnt hurt to allow the kids to use one thats designed for young skin so they feel part of the routine I guess

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All content on Beauty Truth is created and published for informational purposes only. It is not intended to be a substitute for professional medical advice and should not be relied on as health or personal advice. Always seek the guidance of your doctor or qualified health professional regarding any questions or concerns you have regarding your health or a medical condition before making any decisions.

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