Toddler Skincare

 Dermatologists have warned of a "dystopian" trend of skincare brands aimed at children and toddlers.

Shay Mitchell, a Canadian actress who starred in the television drama Pretty Little Liars and has 35 million followers on Instagram, is selling skincare products aimed at children aged three and over.

The brand, Rini, has products including facial sheet masks in animal shapes and was inspired by Mitchell's daughters Atlas, six and Rome, three.

Head of a Girl
Eugenie Marie Salanson (1864-1892)
Photo Credit: Manchester Art Gallery [CC BY-NC-ND] 

Social media has led to increased interest among pre-teens in complicated skin care regimes but experts say they are unnecessary and risk irritating youthful skin. Two years ago Baby Dior launched a "complete skincare line for little ones" offering "luxury" creams costing more than £100 for babies and children.

Dermatologists warned that children could become "preoccupied" with their skin from a young age, leading to anxiety and an obsession with appearance.

Dr Amy Perkins said the brands aimed at children were "eerily dystopian" and we should "let kids be kids".

Perkins, who is based in Scotland, posted on Instagram. "This is not childhood. This is not cute. It's the beauty industry expanding its reach from teens to toddlers. If you are worried about your child's skin barrier, take them to a doctor because this is a medical problem. Do not buy your child a face mask.

This isn't about skincare or 'safe ingredients'. It's about teaching children that their perfect skin already need improving. It's implying that self-care means buying an overpriced product with no evidence basis."

Dr Emma Wedgeworth, a consultant dermatologist in London, told The Guardian: "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.

Dr Anjali Mahto, a consultant dermatologist based in Harley Street, said using sophisticated skincare could irritate children's skin. She said: "Children do not need sophisticated (or luxury) skincare. Their barrier is still developing and is more vulnerable to irritation, sensitisation and unnecessary fragrance or actives [active ingredients].

Dermatologists say that some teenagers have started using powerful anti-ageing ingredients such as retinol, used by middle-aged women...

(Eleanor Hayward, The Times, 2025)

Aren't you missing a trick here, Shay? Why just aim it at children over three? There are plenty under three and what about new-borns? All those poor mites missing out. Apparently not. Good old Baby Dior got there first and offered luxury creams costing as little as a £100 for babies and children. I know. A bargain.

And really, what do experts know? Thirty five million surely know more than a few experts? And that spoilsport of a doctor talking about evidence and the other one talking about risks. Nonsense.