What is the Rini skin care brand?

Rini is a skin care brand co-founded by actress Shay Mitchell that offers products for children as young as 3 years old, sparking controversy among parents.

How much did households with 7-12 year olds spend on skin care in 2024?

According to data from NielsenIQ, 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.

What is the new trend of skin care brands targeting preteens?

Skin care brands are increasingly targeting children as young as 3 years old with products marketed as "self-care" and "healthy habits," though critics argue this is a way to hook children on unnecessary products and fuel anxieties about appearance from an early age.

Home / Lifestyle / Skin Care for Toddlers: The Controversial New Trend Dividing Parents

Skin Care for Toddlers: The Controversial New Trend Dividing Parents

15 Nov, 2025

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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

Skin Care for Toddlers: The Controversial New Trend Dividing Parents

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."