The launch of a new celebrity-backed skincare line for children has ignited a fierce debate, with a leading dermatologist condemning the trend as 'completely unnecessary' and 'ridiculous'.
Celebrity Brand Sparks Controversy
Shay Mitchell, the actress famous for her role in Pretty Little Liars, has unveiled her new brand, Rini's. The line includes a hydrogel skincare mask specifically designed for children, which Mitchell says was 'inspired' by her own daughters.
Co-founded with Esther Song and Matte Babel, the brand is marketed as 'where skincare meets play'. Its stated mission is to nurture healthy habits and spark confidence in children by making thoughtfully crafted daily care essentials accessible to every family.
Expert Dermatologist Weighs In
However, the launch has been met with significant criticism from medical professionals. Dr Emma Wedgeworth, a consultant dermatologist, has voiced strong concerns about the appropriateness of such products for young skin.
'I think these products are completely unnecessary,' Dr Wedgeworth stated. 'When we look at what we put on children’s skin, we must weigh up benefits and risks, and in this case there are no real benefits, yet we expose children to unnecessary risks.'
She emphasised that childhood skincare should be purely functional, limited to gentle cleansing, moisturising if needed, and sun protection. She expressed concern that products like melting cleansers or fragranced items do not meaningfully support the skin barrier.
Beyond Skin Deep: The Psychological Impact
Dr Wedgeworth also highlighted the potential psychological consequences. She explained that young children are not naturally self-conscious and that it should not be a goal to encourage them to focus on their appearance.
'We don’t want to encourage them to focus on appearance or create anxiety about how their skin looks,' she said.
The physical risks were also noted. The dermatologist warned that 'exposing them to multiple unnecessary chemicals increases the risk of irritation and sensitisation later on.'
While she acknowledged that well-formulated products based on scientific understanding of children's skin could be acceptable, she criticised many new ranges, including celebrity-driven brands, for being 'marketing-led, not science-led, and offer[ing] no real skin benefit.'
On its website, Rini defends its products as 'gentle, trustworthy' and inspired by Korean innovation. The brand offers animal-themed facial sheet masks for children aged four and above, priced at £11 for a bundle. Each mask is made from 100 per cent cotton and includes vitamin E, and the products are described as fragrance-free and dermatologist-tested.
