Shay Mitchell Under Fire Over Rini Skincare For Kids

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”.

Kids are becoming increasingly obsessed with skincare

There’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