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Skin Care for Toddlers: The Controversial New Trend Dividing Parents
15 Nov
Summary
- Skin care brands targeting children as young as 3 years old
- Rini, co-founded by actress Shay Mitchell, criticized for marketing to young kids
- Households with 7-12 year olds spent $2.5 billion on skin care in 2024
As of November 2025, a growing number of skin care brands are targeting children as young as 3 years old, a trend that has divided parents and sparked criticism. One such brand, Rini, co-founded by actress Shay Mitchell, has faced backlash for its marketing of skin care products to very young children.
Brittany Ouyang, a 36-year-old tech worker living near San Francisco, was baffled when her sister sent her an Instagram post about Rini's new skin care line for children ages 3 and up. Ouyang joined a chorus of critics, posting on TikTok that the brand's marketing represented a "capitalist hellscape."
The skin care industry's push into the preteen market is not new, however. Data from NielsenIQ shows that households with children ages 7 to 12 spent close to $2.5 billion on skin care products in 2024, up from $1.8 billion the previous year. Brands like Bubble Skin Care and Evereden have been selling skin care to tweens since 2020 and 2018, respectively.
