The Disturbing Rise of Toddler Beauty Products
Australian parents are facing a new and concerning trend in children's consumer products: dedicated skincare routines for toddlers as young as three years old. The controversy emerged after actress Shay Mitchell, famous for her role in Pretty Little Liars, launched Rini - a skincare brand specifically targeting children aged three to five.
Perth reporter Jerrie Demasi expressed strong criticism in her recent opinion piece, describing the concept as "dystopian" after encountering the brand during her daily Instagram scroll. The timing couldn't be more relevant for Australian families navigating modern parenting challenges.
What Rini Offers Young Children
The new brand markets sheet face masks for toddlers, with plans to expand into toddler makeup and additional skincare products. In her launch video, Mitchell explained the inspiration came from her three-year-old daughter's desire to imitate her beauty routines.
"They are always wanting to do the things that Mummy's doing," Mitchell stated, adding that she created Rini after discovering existing products were too harsh for young skin.
However, Demasi counters this reasoning with a powerful analogy: "My daughter loves to 'cook,' often asking to help chop vegetables for dinner. That doesn't mean I'm handing her a kitchen knife."
Expert Concerns and Parental Backlash
Medical experts are raising red flags about the potential damage to children's developing skin. New York dermatologist Dr Angelo Landriscina specifically criticized Rini's "after-sun mask" on his popular TikTok platform.
"The connotation is that you're baking in the sun and that is especially dangerous for young children," he warned. "If your kid is getting burnt, that's a problem."
Dermatologists emphasize that children's skin is self-regulating, and over-moisturizing can damage immature skin barriers over time. Beyond physical concerns, Demasi questions the psychological impact of introducing beauty standards to children who should be focused on play and development.
"She may not be potty trained, but at least she's dewy," Demasi writes sarcastically, highlighting the absurdity of prioritizing skincare over fundamental childhood milestones.
The advertising imagery also troubles child development experts, featuring very young models with vacant expressions performing adulthood through beauty rituals they shouldn't yet comprehend.
The Bigger Picture in Australian Childhood
This trend represents an escalation in the beauty industry's targeting of younger demographics. Australian parents have already witnessed tweens contouring before high school and the emergence of Sephora parties replacing traditional children's celebrations.
Demasi, who faces her own dilemmas as a television reporter required to wear makeup on camera, reflects on the messages we send children: "I wonder what message it's sending my daughter when she watches on curiously as I paint the patriarchy across my face."
Her solution is refreshingly straightforward: "Sometimes, she will ask me if she can try some of Mummy's 'yip-stick.' And do you know what I do? I tell her 'no.'"
As Australian families navigate increasing commercial pressures targeting younger children, Demasi's conclusion resonates: "They have the rest of their lives to be judged by impossible beauty standards, we don't need to start that at age three."
