Inside the toddler skincare trend: Experts say this ‘dystopian’ shift comes with real risks
Industry Buzz
[I] thought it was a joke... Kids have a thinner skin barrier than adults do, [and] just because a product has been safety tested, if we're using it unnecessarily, then there is still a big risk.
—Dr. Amy Perkins, UK-based dermatologist
In November 2025, the skincare brand Rini, co-founded by actress Shay Mitchell, launched a line of hydrogel and cotton sheet masks marketed for children as young as 3 years old.[]
The brand positions itself not as a beauty line per se, but as a way to “nurture healthy habits, spark confidence, and make thoughtfully crafted daily care essentials [...] accessible to every family.”
However, the launch triggered immediate backlash across dermatology, pediatrics, parenting media, and social media, with critics questioning whether such early skincare routines are medically justified, and whether they risk harm to children’s skin or psyche.
Why experts are worried
It goes without saying: Children’s skin is different.
But as early as 2014, a market-survey study of pediatric skin care in the US highlighted how commonly caregivers apply lotions, powders, and wipes to infants and young children, often multiple times per week.[] However, frequent product use may conflict with recommended minimalistic skin-care practices.
Because young skin features a thinner, still-maturing barrier, it is more susceptible to irritation, sensitization, and allergic contact dermatitis when exposed to unnecessary active ingredients or complex formulations.
Clinical observations
In clinical practice, dermatologists are now seeing children, often with no underlying skin disease, requesting elaborate skincare routines, largely influenced by social media. As one pediatric dermatologist noted, “Preteens and teenagers are more aware of and motivated to take care of their skin compared to what I’ve seen in the past, which is a plus. It’s not necessarily a bad thing to start a routine early when it’s the correct regimen for their skin.[]
However, another commented, “On the one hand, it is great that children are realizing the importance of taking care of their skin. But they need to realize that some online advice can be harmful. Kids need to be educated.”[]
In fact, repeated exposure to products marketed to children (or teens) has been associated with increased rates of allergic contact dermatitis.
The issue with celebrity-driven marketing
Critics of Rini argue that its product development is marketing-led rather than science-led. As one prominent voice put it, the new line appears “dystopian,” targeting preschoolers with cosmetic rituals originally designed for adults.[]
Dr. Amy Perkins, a U.K.-based dermatologist, told media that she "thought it was a joke." She said, “Kids have a thinner skin barrier than adults do….Just because a product has been safety tested, if we're using it unnecessarily, then there is still a big risk."[]
Dr. Christopher Mancuso, from Nashua Dermatology Associates, gave his perspective on cosmetic over-medicalization: “Unless they have a treatable diagnosis like acne or eczema, anything marketed for kids is just a money-making scheme.”[]
The broader context
The Rini launch is part of a broader trend: more brands are entering the under-14 skincare market. For example, Ever-eden, launched several years earlier, claims to offer dermatologist-tested cleansers, moisturizers, and sunscreens for children, with routines designed in collaboration with pediatric dermatologists.
Still, even among children older than those targeted by Rini, clinicians caution restraint. Kids’ skincare routine should be minimalist with an evidence-based approach: gentle cleansing, judicious moisturizing, and consistent sun protection. Elaborate routines with multiple products may lead to allergic reactions or disrupt skin barrier integrity.
Parents should be cautioned against unnecessary exposure to multi-ingredient formulas simply because a product is “cute,” “trendy,” or celebrity-endorsed.