Do children really need a skincare routine? The question has divided Internet users since actress Shay Mitchell, revealed in the series pretty Little Liarslaunched her cosmetics brand. Inspired by K-beauty, the brand offers three colorful and playful face masks in the shape of animals. The first are supposed to “nourish the skin with vitamin B12” or “soothe it after exposure to the sun”. The third is a jelly mask to apply at night.
A range of “fun” treatments that make people cringe
Called “Rini”, the name of the brand is a wink. It means “children” in Korean, the origin of the brand’s co-founder Esther Song. Growing up in Korea until she was 11, she was rocked by two fundamental pillars: hydration and protection of the skin.
The two founders claim to have worked hand in hand with chemists, pediatricians and dermatologists to design “clean” formulas. Their products are “dermatologically tested”, the brand also assures. They contain no parabens or controversial ingredients, but active ingredients known to be gentle such as vitamin B12, aloe vera and white tremella mushroom.
Details which were not enough to calm the reactions. On TikTok, criticism is rife: many denounce a trivialization of aesthetic injunctions from a very young age. “Leave the kids alone, no child should have the burden of a beauty routine,” can we read in the comments under the promotional videos.
Shay Mitchell defends his approach
Faced with the controversy, Shay Mitchell justified her initiative in the American edition of ELLE.
“My daughters always see me with masks. They come into the bathroom, look at me in the mirror and ask, ‘Can I try? It’s what ?’ (…) I want them to understand that skin care, for me, is a healthy habit and a moment for yourself, it’s important” she explained.
The actress says she wants to create a fun and complicit moment between parents and children, far from a standardized beauty logic.
Dermatologist experts warn
This debate is reminiscent of that of the “Sephora kids”, these (older) children who take inspiration from beauty influencers to reproduce their routines, often with products for adults. For some specialists, this trend is not without danger.
Should you provide skincare for your children? “No” clearly responds Marie Jourdan, dermatologist member of the True Medical expert committee, consulted on the subject for a previous article. “For young girls of this age, a moisturizer is enough. By using products intended for adults, they risk irritating their skin and causing allergies, by becoming intolerant to certain substances.
The specialist, however, qualifies her remarks: “These young girls are playing, imitating and learning femininity, it’s normal at this age.” Between parental influence, social mimicry and marketing, the line between play and aesthetic pressure seems more blurred than ever.