"So Mitchell co-founded the child-skin-care company Rini and launched an Everyday Facial Sheet Mask for toddlers. That (vegan, 100 percent pure cotton, mushroom-serum-based) mask quickly became an object of scorn online. In news coverage and on social media, people asked some version of Why would we ever want kids to get into skin care so young?"
"If Rini represents some kind of "late-stage capitalist hell," as one commentator put it, it's far from the only company in this particular circle of the inferno, in which 7-year-olds make "get ready with me" videos on TikTok. A handful of companies are now pitching regimens for children who are elementary-school age and even younger; some spas have begun to feature child-oriented menus."
"A TikTok from the company Evereden depicts a bathroom cabinet filling up with the brand's products-a child-size skin-care headband, lip oil, fragrance, face mist-with the superimposed text "pov: your 3-year-old is interested in skincare." (The company also launched a pink-packaged multivitamin face wash and moisturizer called the Barbie Kids Happy Face Duo, which comes with rhinestone stickers to bedazzle the bottles.)"
Child-skincare companies are increasingly targeting young children with products designed for toddlers and elementary-school-age kids. Shay Mitchell's company Rini launched facial sheet masks for three-year-olds after her daughters wanted to imitate her skincare routine, facing significant online backlash. The company later raised the minimum age to four. Multiple brands now offer child-oriented skincare lines, including bath products, face masks, lip oils, and fragrances. Some spas feature child-specific menus. Companies market these products through social media, including TikTok videos showing children's skincare routines. This trend raises questions about the appropriateness of introducing beauty and skincare regimens to very young children and represents broader concerns about commercialization and consumer culture targeting childhood.
#child-skincare-marketing #commercialization-of-childhood #beauty-industry-trends #social-media-influence-on-children #consumer-culture
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