ASCP Esty Talk – Ep 366: Too Early for Beauty Rituals?

Date: December 17, 2025
Hosts: Maggie Stasik (ASCP Program Director) & Ella Cressman (Licensed Esthetician)

Episode Overview

In this episode, Maggie and Ella tackle the increasingly controversial subject of skincare products and beauty rituals aimed at very young children—even as young as four years old. Prompted by the recent launch of a skincare brand, Rinni, designed for preschoolers, the hosts unpack the cultural, parental, and industry implications of introducing beauty routines and products to kids far ahead of adolescence. The episode balances nostalgia, cultural critique, and practical advice for estheticians and parents navigating this new beauty landscape.

Key Discussion Points & Insights

1. The Rinni Controversy and Early Childhood Skincare

[01:57-03:19]

• Rinni, a skincare brand, recently launched products marketed to children as young as four. Products include sheet masks, cleansers, and moisturizers, all in "mini me" pastel packaging.
• Social media and parenting circles are debating whether this is a cute bonding trend or evidence that the beauty industry is going too far.

Notable Quote:

“Officially, we’ve reached ‘beauty industry, please go sit in the corner and think about what you’ve done.’”
—Maggie [02:13]

2. Is This Really New? Mimicry and Play Across Generations

[03:19-06:21]

• The desire for young kids to mimic adults isn’t new; previous generations played with candy cigarettes, toy heels, fake nails, and kid-friendly makeup.
• The difference is not the desire to emulate adults, but what is being mimicked—now, it’s wellness and skin rituals rather than just outward adornment.

Memorable Moment:

Ella recalls childhood memories of wanting toy fingernails and playing “grown-up”, drawing parallels to today’s “mini skincare” rituals.
—Ella [03:31-05:17]

3. Reframing Beauty Routines: From Imitation to Self-Care

[07:01-08:32]

• The current culture shift: Whereas previous generations sought to look like glamorous adults, today’s trend emphasizes “self-care.”
• There’s a question of whether this shift will lead to healthier attitudes (“putting yourself first”) or if it will create new anxieties about body image and appearance.

Quote:

“Now these kids are going to grow up and put themselves first... perhaps it’s not as audacious as is being implied.”
—Ella [07:33]

4. The Role of Parents and Brands

[08:37-09:57]

• The hosts stress that the message children receive is heavily influenced by how parents present the ritual: Is it fun playtime or a necessity to look good?
• The onus of responsibility, they argue, is more on the parent’s narrative than the brand’s existence.

Notable Exchange:

Maggie: “Are we saying, ‘come play spa with mom, this is relaxing and fun,’ or ‘you need this to be pretty or acceptable’?” [08:37]
Ella: “The execution is the parents.” [09:03]

5. Product Safety vs. Marketing Ethics

[09:57-11:20]

• Children’s skin is different—young kids do NOT need exfoliants, retinols, or actives.
• There’s a case for empowering kids with gentle cleansers, mild moisturizers, and eventually sunscreen, provided products are safe and appropriate.
• The real problems historically have been with unsafe products marketed to children (e.g., children’s makeup with asbestos, irritating sheet masks).

Quote:

“Kids have different skin...what they do need is cleansers, maybe moisturizer, and definitely sunscreen when the time is right.”
—Maggie [09:57]

6. Teaching Healthy Habits Without Causing Anxiety

[11:20-13:20]

• The introduction of skincare should parallel other routines (like brushing teeth): matter-of-fact, not fraught with messages about beauty or worth.
• There’s risk, however, that a focus on elaborate rituals and “mini fridges” for products might introduce appearance anxiety at an early age.

Exchange:

Ella: “Do you feel that [skincare rituals] could open the door to encouraging anxiety over their skin?” [12:28]
Maggie: “If we are providing all of these products…and you need to use these products because it’s the only way to look beautiful or to be accepted...then, yeah, you may have a child that grows into having anxiety about their appearance.” [12:36]

Notable Quotes & Memorable Moments

• Maggie [02:13]:
  “Officially, we’ve reached ‘beauty industry, please go sit in the corner and think about what you’ve done.’”
• Ella [05:17]:
  “You know what we had too in the 1900s? Candy cigarettes. Because those were like norms then…now looking back, those were toxic norms.”
• Maggie [07:12]:
  “Kids are truly mimicking this self-care… it’s still copying mom. But the cultural meaning has shifted…from dress-up fantasy to now wellness and ‘self-care.’”
• Ella [09:03]:
  “The execution is the parents. That verbiage is not the brand. The brand is providing the product.”
• Maggie [09:57]:
  “Kids have different skin. They don’t need exfoliants...what they do need is cleansers...maybe moisturizer, and definitely sunscreen when the time is right.”
• Ella [11:51]:
  “Why are you waiting for that time—for them to have an insecurity—before you’re talking about it?”

Timestamps for Major Segments

• [01:57] – Topic Introduction: Skincare for 4-year-olds, Rinni brand
• [03:19] – Generational context and kids’ mimicry of adults
• [07:01] – Cultural shift: From glamour imitation to self-care rituals
• [08:37] – Parenting responsibility in shaping the message
• [09:57] – Product safety, what kids’ skin does/doesn’t need
• [11:20] – Should skincare be taught early? Danger of anxiety and body image issues

Conclusion

Summary:
Maggie and Ella provide nuanced commentary on the trend of preschool-targeted skincare brands. They urge listeners (especially estheticians and parents) to balance the positives of introducing healthy habits with the necessity to avoid fostering insecurity or anxiety. The key, they agree, is not the existence of child-friendly products, but rather the context and intention with which they’re introduced, placing responsibility on parents rather than brands.

Listener Invitation:

• Maggie closes by inviting audience feedback: “What’s your take on skincare for kids? Share with us on social media…” [13:22]

For more:
Check the episode show notes or connect with the hosts for resources and further discussion.