Skincare for toddlers? Why Shay Mitchell’s new brand has sparked a debate about beauty pressure
What started as fun with Mum’s moisturiser is now a booming industry — but how young is too young for beauty?
When Girl Talk released its skincare survey back in March, it revealed that nearly half (49%) of girls already had a skincare routine — and 1 in 4 under-8s were using skincare products regularly. Many owned multiple items, with favourites ranging from gentle high street brands like Bubble, Simple, and Lush to premium names like Sol de Janeiro and Drunk Elephant.
Some even had collections with six or more products — cleansers, toners, serums, eye creams, and masks. The motivation? Not dry skin or acne, but social media and peer influence. For many young girls, skincare had become less about caring for their skin and more about aesthetic, belonging, and ritual.
One eight-year-old, featured in a BBC report, was obsessed with a moisturiser that dispenses in a flower shape. Another saved up for a viral product that cost over £60, not because of what it did, but because it was what everyone else was using.
At the time, dermatologists were already raising red flags about young children using adult products with potent ingredients. But now, just seven months on, the conversation has shifted. It's no longer just about kids borrowing grown-up products — it’s about the industry making them.
Then came Rini: Face masks... for toddlers?
Earlier this month, actress, influencer, and mum-of-two Shay Mitchell launched Rini, a skincare brand made specifically for children — and the internet hasn’t stopped talking about it since.
The launch, teased with an editorial photo of a young girl wearing a shimmering pink jelly mask, promised to blend “self-care and play” through gentle, dermatologist-tested products. Rini’s range includes hydration and after-sun masks, and “everyday” animal-face sheet masks designed for little ones as young as three years old.
Mitchell, who co-founded the brand with her partner and a friend, described it as a way to nurture confidence and build healthy habits through fun, parent-approved skincare. “Skin care starts from birth,” she said in a TV interview. “This is just a more playful format.”
But not everyone agreed.
Almost immediately, the backlash began. One child safety advocate described it as “dystopian.” Others asked why toddlers need sheet masks at all, accusing the brand of promoting beauty ideals at an age where kids should still be enjoying mud pies and bubble baths — not worrying about hydration serums.
On Instagram and Threads, parents voiced concerns about everything from unrealistic standards to environmental waste. “How are we supposed to teach girls they’re enough when they’re being sold face masks at three?” one user asked.
Critics argue that Rini is simply the next step in a growing trend — not just children using skincare, but skincare being marketed to them.
And it’s not just sheet masks anymore. Eye creams, vitamin C serums, glycolic toners, and exfoliating scrubs are now regular features in the bathroom cabinets of primary-school-aged kids. Many of these products are inspired by viral beauty routines from influencers, where even seven-year-olds mimic the steps of 10-step Korean routines — often without knowing what any of it actually does.
What’s changed is who the industry is targeting. It’s no longer just children raiding Mum’s skincare drawer — it’s skincare designed, packaged, and sold for them.
With packaging that’s pastel-coloured, playful and ‘Insta-worthy’, some skincare brands have been accused of marketing directly to children — even if the ingredients inside aren’t suitable for young skin.
These products are sold as empowerment, but they’re playing on children’s insecurities. It’s not about skin health — it’s about fitting in.
Even Drunk Elephant’s founder has admitted that children should “stay away from potent products.” But with no age restrictions in place, many are still buying them in-store or online.
The real risks of adult products on young skin
Experts say skincare doesn’t need to be complicated — especially for kids. But many social media-driven routines feature actives like retinol, exfoliating acids, and strong vitamin C serums — all of which can irritate delicate skin.
Dr Faheem Latheef, a Leeds-based dermatologist, says he’s seeing more cases of contact dermatitis and rashes caused by adult products used on young skin:
The concern is that their skin isn’t fully developed, and these formulas can trigger long-term sensitivity and inflammation.
One mum, Carly, shared how her 11-year-old daughter developed a rash after using products she discovered on TikTok. “I felt so guilty,” she said. “I thought I was letting her join in on a fun trend. I didn’t realise it could cause so much damage.”
Most dermatologists agree on three simple steps:
- A gentle cleanser (fragrance-free, non-foaming)
- A basic moisturiser (no active ingredients)
- Daily SPF (especially on sunny days)
That’s it. Anything more, they say, could do more harm than good.
Should there be rules?
Right now, there are no laws in the UK preventing the sale of adult skincare to children — even those containing potent actives.
But according to Girl Talk, 81% of parents want safeguards, like:
- Clear labelling for age-appropriateness
- Warnings on products with actives
- Staff training in stores
- A minimum age for purchasing certain ingredients
Some retailers like Boots are starting to train staff to advise parents, but campaigners say it’s not enough — especially as more celebrity-led kids’ beauty brands hit the market.
What started as a fun way to copy Mum has now become a full-blown trend — one with health implications and big ethical questions.
And with brands like Rini doubling down on skincare as self-care for kids, the debate isn’t slowing down.
As Dr Adel says: “When you're young, you already have great skin. It’s not about needing more products — it’s about needing less pressure.”
Authors
Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.