Move over Sephora tweens, a skincare brand for toddlers just launched. Shay Mitchell (founder of BÉIS) is launching Rini, a skincare brand for kids as young as 3-years-old. Products include hydrogel masks in puppy, unicorn, and panda designs, a barrier-repair cream, and a foaming bodywash coming soon. Mitchell says the idea came after struggling to remove her daughter’s face paint and noticing her kids wanted their own versions of “Mommy’s” routine. But while many parents in the comments seem excited, others are less enthused by pushing the market further than tweens, one comment calling it “capitalism’s final boss.” Young parents with kids interested in skincare trends are looking for affordable, age-appropriate products that acknowledge kids’ curiosity about self-care, but some feel this brand is creating early beauty socialization to prime kids for purchase instead of play. (The Cut)
👀 Read more from YPulse: The Real Data on Tweens Buying Skincare
