Hello!

13 Comment

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.

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.”

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 labelling 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!”

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

  • skin care for kids really shouldn’t be a thing in my opinion. I think their skin is young and soft and it is teaching them that they need to correct their skin when in reality there is nothing wrong with their skin. I am not a huge fan of promoting these types of product nor do i buy them.

    Reply

  • I don’t think skincare products and face masks are a good idea for preschoolers because their skin is still extremely delicate and still developing. Introducing unnecessary products can do more harm than good and it may also create pressure around appearance far too early. I think it is best to keep their routines simple and kid appropriate. A BIG NO from me.

    Reply

  • Wow! This is a first. I’m not keen on youngsters using masks and skincare. It’s not necessary. Let kids be kids and allow them to embrace getting a little dirty. There’s no time for vanity at that age. And it’s not healthy either. Skincare for pre-teen or teenagers …yes! For preschoolers…it’s a no from me.

    Reply

  • Let kids be kids! The kid in the photo needs to stop posing. Social media is ruining these children. The beauty standards they think they have to live up to is ridiculous when it’s in front of them all the time. Young woman already all look like clones. Don’t be pushing this on our kids

    Reply

  • I am really in two minds about this product. With the influence of social media and the playground of school, beauty routines have become huge for younger children. I’ve always encouraged my child to just use a good moisturiser and sunscreen to protect her skin. However I do believe these good for good for those ‘treat’ pamper nights with mum or dad. It’s a double edged sword these days with skin care for younger girls.

    Reply

  • Oh dear… I hate to be mean about anyone who’s stating a buisness and giving it a go but I’m not a fan.
    In the beginning of the article I was on board… when I thought it was designed for skin care in certain situations such as sun burn etc I thought this would be great for small faces but then when I saw they were for regular use and teaching skin care the more I found myself saying nope.
    I definitely think it’s good for kids to learn to care for their bodies but face masks just aren’t necessary

    Reply

  • I agree with a lot of the comments. Promoting unnecessary skin routines for young children and exposure to chemicals on delicate skin that are not needed is not a good sales model nor should be promoted. This really can be seen as consumerism and materialism at its finest. Let children be children. Skin issues can be addressed by a professional.

    Reply

  • Teaching the right habits ? I don’t use face masks myself so why would I teach my young children ? My husband doesn’t use face masks either, nor does my 21 year old daughter or 20 year old son. I honestly don’t understand where people even get the time from to apply regularly a face mask ? It’s clearly not for me

    Reply

  • If children have specific skin issues, it should be referred to a medical practitioner. This skincare line for children with healthy skin is unnecessary. Children need to be children, there is plenty of time to be an adult.

    Reply

  • I don’t agree with treating kids like little dolls and excessive make up and skin care routines would be too much. But, devil’s advocate here, aren’t we always going on about needing to teach skin care from a young age? If this is helping with skin repair after sun and it’s just something they need to apply for a short time before bed, I really don’t see the harm and I know lots of little girls in particular would find this fun, especially if mummy was doing it too. In fact, this might actually be teaching good habits.

    Reply

  • I’m not a fan. There is already so much emphasis on outer appearance from the whole beauty industry and to start it at this age really concerns me. Of course is the use of sunscreen and after sun lotion when needed normal, in the same way we use soap to wash our hands and body and shampoo to wash our hair. and maybe a creme when the skin is dry or cracked or a creme for a cold sore; and that’s all what our kids need. And to be honest I don’t use much more than that.

    Reply

  • I can understand that some kids see what we do, and they just want to feel like they could do it too for fun, or feel a little special. Something they can do with mummy. But those are for special occassions and not something id want my daughter to think is the norm to do everyday. There are enough beauty standards that i would not want her to start early thinking she needs all of it.

    Reply

  • All most kids need at that age is sunscreen and some kind of soap. (Small exception: kids with diagnosed skin conditions like eczema. They can need specialised skin care.) My goodness, my daughter is nearly 13 and I’m still telling her that all she needs is sunscreen and maybe a moisturiser. this sort of thing does far more harm than good.

    Reply

Post a comment

To post a review/comment please join us or login so we can allocate your points.

↥ Back to top

Thanks For Your Star Rating!

Would you like to add a written rating or just a star rating?

Write A Rating Just A Star Rating
Join