When Beauty Culture Goes Too Far: A New Beauty Launch Makes Me Queasy

Just because we can monetize childhood insecurity doesn’t mean we should.

Hello, Gorgeous!

Have you heard about Rini, a new skincare line marketed to children as young as four? Let that sink in for a moment.

Co-founded by actress Shay Mitchell, the brand offers sheet and hydrogel masks designed specifically for kids - complete with puppy, unicorn, and panda designs. Priced at $7 or under, these products are positioned as “gentle introductions to self-care” and opportunities for “mini-me moments” between parents and children. The brand promises Korean-formulated products that are dermatologist-tested and free from harmful ingredients. These are nice product ideals if you’re old enough to understand what they’re promising.

In theory, it sounds harmless. In reality, it makes me question every single person involved in this launch.

And let’s be honest about something else: Rini’s aesthetic. The pastel colors, the cartoon animals, the breathy marketing language about mini-me moments. This isn’t just marketed to children - it’s tapping into a broader cultural obses…