"As a newish mother, I am only too aware of the myriad ways we have failed our children. And then I came across a new skincare company aimed at four-year-olds. It's early days for Rini, whose sole product is now a Korean-made hydrating facial mask. A healing ointment and daily barrier cream are allegedly in the works, too. If you were under any illusions as to the mask's purpose, it is infused with vitamin B12"
"For context, these Rini kids come hot on the heels of Sephora kids, a catch-all phrase for the intense attachment between preteen children, high-end beauty stores and the expensive, sometimes harsh, products that are sold within them according to an investigation by my colleague Hannah Marriott. Sephora kids are marginally older but significantly more online, and yet both phenomena attest to the fact that in 2025, no age range remains untapped by capitalism."
A new skincare brand, Rini, targets four-year-olds with a Korean-made hydrating peel-off facial mask infused with vitamin B12. A healing ointment and daily barrier cream are reportedly planned. Online marketing features a preschooler demonstrating a clear peel-on application. Children frequently get substances on their faces and sometimes need cleaning, but current circulating illnesses like strep and croup present more pressing health concerns. Similar trends include 'Sephora kids', where preteens form intense attachments to high-end beauty products sold in stores. These developments indicate that no age range remains untapped by capitalist marketing. Children do not need skincare products.
Read at www.theguardian.com
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