Shay Mitchell’s Kid Skin Care Line Isn’t That Deep. Neither Was Your Childhood Beauty Obsession.

As someone who has spoken extensively about the skincare craze among kids and tweens in the last year, I’d like to preface this story by agreeing with a major point from the critics. Of course, children’s skin care is not necessary. It was never about whether skin care was necessary, but rather whether kids interested in skin care could experiment with products responsibly and safely — and perhaps do so without parents having to spend $72 on a Drunk Elephant moisturizer.

Children’s interest in skin care and makeup is not a new behavior. Most Charm Staff members remember receiving gifts of eyeshadow and lipstick palettes from children’s stores like Claire’s or stealing a jar of face cream from their mother’s medicine cabinet. Type in “play makeup for kids” into Amazon and you’ll get hundreds of results.

In an interview with SheShay Mitchell cited a similar experience with her two daughters as the inspiration behind the brand. “My daughters always saw me with [masks on]especially when you’re preparing for makeup to follow,” she told the publication. “They would just walk into the bathroom and look at me in the mirror and be like, Can I use this? What is this? I’ll even give them deodorant – with a lid, of course – just so they feel like they can be a part of my routine. I also want them to know that skincare, to me, is about creating healthy habits and taking time to take care of yourself is important.

As media psychologist Don Grant, PhD, once said Charmthis behavior is part of a long history of girls wanting to play bigger.

“Ever since girls were little, what have we given them? Dolls,” he says. “What is a doll? A doll is being a mom. We also know that little girls have always loved dressing up and playing with mom’s makeup. It’s nothing new to try to mature a little faster and try things out.”

“Play” is the key word here. My first reaction to Rini, before I noticed any reaction at all, was that it looked like the play makeup I used as a kid; the aforementioned Claire’s palettes, made with God knows what ingredients, which I happily smeared all over my face and body.

What’s been sorely missing from the discourse around Rini is that it’s a skincare play. The word “play” is even mentioned twice in the brand’s mission statement: “Rini is where skincare meets play, a world where kids can dream, transform, and explore with dermatologist-tested and parent-trusted products,” Mitchell wrote, alongside co-founders Esther Song and Matte Babel. “Our mission is simple: to encourage healthy habits, inspire confidence, and make thoughtfully designed daily care and play products accessible to every family. »