If it’s one thing your baby needs, it’s a skincare routine.

At least that’s one of the dystopian nuggets that my daily Instagram doom-scroll served up this week.

Actress Shay Mitchell of Pretty Little Liars fame has just launched children’s skincare brand Rini, promising to fill a gap in the market for three to five-years-olds.

I find myself picturing the boardroom meeting that birthed this idea; a handful of executives, circling a table.

Then, the light bulb moment.

Do you know who we haven’t beauty shamed yet? Toddlers.

Rini sells a range of children’s sheet face masks with a line of toddler make-up and additional skin care to come.

In the brand’s launch video, Mitchell says the idea was inspired by her three-year-old daughter, who constantly wants to participate in her mother’s b

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