Dermatologists have criticised a new skincare brand launched by actor Shay Mitchell, calling it 'dystopian' for creating face masks aimed at children as young as four. The brand, Rini, markets hydrogel masks as 'where skincare meets play', but experts warn the products are unnecessary and could harm young skin.
Dr Emma Wedgeworth, a consultant dermatologist at 55 Harley Street in London, described the trend as 'ridiculous'. She said: 'These products are completely unnecessary. When we look at what we put on children’s skin, we must weigh up benefits and risks, and in this case there are no real benefits, yet we expose children to unnecessary risks.' She added that skincare for young children should be purely functional, focusing on gentle cleansing, moisturising if needed, and sun protection.
The trend reflects a growing market for children's skincare, with brands like Ever-eden launching for under-14s and Superdrug creating a range for ages 13 to 28. Social media has fuelled the phenomenon of 'Sephora kids', who share videos of products from brands like Drunk Elephant and Sol de Janeiro. Dermatologist Amy Perkins posted on Instagram that Rini's marketing felt 'eerily dystopian', noting it was the beauty industry 'expanding its reach from teens to toddlers'.
Wedgeworth warned that very young children are naturally unselfconscious, and encouraging them to focus on appearance could create anxiety. She also highlighted that children's skin is more sensitive, and exposing them to multiple unnecessary chemicals increases the risk of irritation and sensitisation later on. 'The problem with some of these new ranges, including celebrity-driven brands, is that they are marketing-led, not science-led, and offer no real skin benefit,' she said.
Rini's products include fragrance-free, animal-themed sheet masks for ages four and up, costing £11 for a bundle. The company says its bath essentials, launching in 2026, are recommended for ages two and up. Rini has been approached for comment. Meanwhile, Ever-eden, launched in October, claims to be the first skincare brand developed by paediatric dermatologists for under-14s, with products for ages three to eight including a face cleanser and SPF 20 cream.
