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.






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