'Let Kids Be Kids': Shay Mitchell Under Fire After Launching Skincare For Kids

Shay Mitchell (Photo by Jordan Strauss/Invision/AP)You star Shay Mitchell has come under fire after launching a skincare line aimed at young children aged three and up. The brand, called Rini, has a child-friendly skincare and makeup offering, which launched last week touting an array of animal-inspired facial sheet masks – think masks with pandas and puppies on. But it’s been met with criticism from parents and experts, who have likened the launch to a “Black Mirror episode” and warned it’s “normalising beauty consumerism before kids even start school”.View this post on InstagramKids are becoming increasingly obsessed with skincareThere’s been a growing number of teens, tweens and even children expressing an interest in skincare, particularly premium products, of late – a phenomenon some have dubbed “Sephora kids”.It’s thought a combination of influencer culture, advertising, and social media in general has boosted the trend, which has led to children as young as five requesting skincare as birthday gifts. Responding to the growing trend, psychologist Dr Eleanor Chatburn previously told the BBC that chasing the “perfect skin” – often promoted on social media, where filters and editing are commonplace – could put people “at risk of developing appearance anxiety and, when this becomes more extreme, body dysmorphic disorder”.Shay Mitchell said the brand was born from her own children wanting to copy herMitchell said she was inspired to create Rini after her own children wanted to copy her self-care routine and wear their own face masks.In a promo video for the brand, she said her daughter Atlas asked “where’s mine?”, so she tried to find her a sheet mask online “and the ingredients in these masks are crazy – they actually shouldn’t be used for kids at all”, said the Pretty Little Liars star. According to the Rini website, the masks, which retail at £5 each, are made from 100% pure cotton and suitable for kids aged three and over. Ingredients include “White Tremella Mushroom, Beta-Glucan & Vitamin E”.The site says it “calms and hydrates after playtime, sunshine or anytime” and is “safe and gentle for daily use”.But some warn it’s just ‘normalising beauty consumerism’ at a really young ageDermatologist Dr Amy Perkins shared a social media post where she said: “I wish this were a Black Mirror episode. It’s not. It’s real life.”She took aim at the products which are “marketed as ‘confidence,’ ‘creativity,’ and ‘self-care’” and said “children don’t need skincare routines. They need messy play, and adults who protect them from beauty marketing that tells them their skin needs ‘fixing’”.The dermatologist continued: “The beauty industry has already captured teens and tweens. Now it’s creeping into childhood, normalising beauty consumerism before kids even start school. This isn’t skincare. It’s social conditioning. Let kids be kids.”In response to Mitchell’s own post on Instagram announcing her skincare launch, sleep consultant and parenting influencer Rosey Davidson wrote that she was simply “horrified”.Another commenter wrote: “Please explain to me why literal toddlers need face masks and skin care and to be sitting in front of a makeup mirror looking at themselves? They should have playing and getting dirty and not caring what their skin looks like at that age. Sigh. This just seems so unnecessary.”“This is so tone deaf for so many reasons,” added another respondent. But not everyone could see the problem. “I can guarantee 80% of the women in the comments complaining had a play makeup set with the different colored blushes and lip sticks growing up. Relax,” said one fan. “I don’t get the comments at all??!” added another commenter. “My daughter is literally getting into my makeup and skin care all the time because she sees me do it everyday and she wants to be part of it and do it too!“I love the possibility of her being able to do it with me but with ingredients that are safe. PLUS these masks are adorable!”HuffPost UK has contacted Mitchell’s team for comment and will update the article when we hear back. Related...‘5-Year-Old Wants Cleanser For Her Birthday’: How Young Is Too Young For A Skincare Routine?3 Influencers Explain Why They Still Use Beauty Filters, Even After Knowing Their DangersI've Worked With Hundreds Of Kids, A Simple Change In Schools Could Boost Mental Health

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