UPDATE: Actress Shay Mitchell has just launched a controversial children’s skincare brand, Rini, aimed at toddlers aged three to five. This news has sparked intense debate among parents and experts, with many questioning the necessity and implications of marketing beauty products to such young children.
New reports confirm that Rini offers a range of products, including children’s sheet masks and toddler makeup. In a launch video, Mitchell, known for her role in “Pretty Little Liars,” explains that the idea stemmed from her three-year-old daughter’s desire to mimic her beauty routine. “They are always wanting to do the things that Mummy’s doing,” she said, highlighting the imitative play common in toddlers.
However, critics argue that pushing beauty standards on this age group is not just unnecessary but potentially harmful. New York dermatologist Dr. Angelo Landriscina expressed concern on his popular TikTok account, stating, “The connotation is that you’re baking in the sun and that is especially dangerous for young children. If your kid is getting burnt, that’s a problem.” Experts warn that children’s skin is self-regulating, and over-moisturizing can damage an immature skin barrier over time.
The marketing images accompanying Rini’s launch have also raised eyebrows. Featuring a baby-faced model wearing a glossy sheet mask, critics note that the portrayal suggests a premature understanding of adult beauty standards. One parent commented, “This is not play-based skincare; it’s a performance that toddlers should not be part of.”
Social media influencers have defended the brand, suggesting that it’s simply meant for fun. Yet, many parents are voicing their concerns about the long-term effects of introducing beauty products to young children. “They have the rest of their lives to be judged by impossible beauty standards,” one parent remarked. “We don’t need to start that at age three.”
This launch comes at a time when beauty trends for children are becoming increasingly mainstream. Recent data shows that tweens are now using makeup before even entering high school, with parties themed around beauty brands like Sephora becoming popular.
As the conversation around Rini continues to unfold, many are left wondering: What message are we sending to our children? With growing scrutiny of beauty standards and societal pressures, this development is sure to ignite further debate on the appropriateness of marketing adult concepts to toddlers.
Next steps: Parents, experts, and consumers will be closely monitoring the reception of Rini’s products, as well as the potential impact on young children’s self-image and mental health. The urgency of this discussion highlights the need for a collective reflection on childhood and beauty in today’s society.
