Kiehl’s has made its stance on beauty products marketed towards children clear in a new social media post.
The L’Oréal-owned skin care brand posted its views on Instagram on 8 November, one day after the launch of rini, a new line of face masks for children founded by actor Shay Mitchell.
Kiehl’s Instagram post shows a child wearing a cardboard shark mask, designed for fun and play, with the on-screen text reading: “The only face mask kids should put on.”
The caption also read: “Let them have messy hair and wild hearts, not complicated skin care routines.”
Actress and writer Serena Kerrigan commented on Kiehl’s Instagram post “👏👏”, showing her support for the brand’s message.
Content creator and mum @lovingbeautyandlife also commented, posting: “I love you for this!”
While there is no direct reference to rini, the post is assumed to have been shared in response to the backlash surrounding the new brand’s launch last week.
Pretty Little Liars star and mother-of-two Mitchell launched rini on 7 November – a K-beauty inspired skin care brand for children – which was met with a mixed response from consumers.
The initial line comprises Hydrating Hydrogel Facial Masks for children in Hydrating and After-Sun formulas, alongside Everyday Facial Sheet Masks in puppy, unicorn and panda designs.
Social media users commented on rini’s first Instagram post sharing their thoughts.
Instagram user @namratak posted: "Stop targeting children”; while @_loretin_ added: “As a pediatrician, this is extremely concerning.
“Kids do not need those kinds of products, and this is actually sending the wrong message to them, teaching them that they do need extra ‘stuff’, that they are not okay as they are.
“I am still puzzled, and worried.”
Cosmetics Business reached out to Kiehl’s for further comment.