Face masks for children aged four? It's just an awful idea

Critics blast skincare firm as exploitative

- BY JASMINE ALLDAY

A RANGE of beauty products for young kids has been branded manipulative and raised concerns it may send the wrong message to impressionable tots.

Rini sells face masks that it claims marry gentle skincare and play for children aged four and above.

It was launched by Canadian actress Shay Mitchell, 38, star of TV series Pretty Little Liars.

But Dr Ranj Singh - a children's doctor and regular on This Morning - called the sheet and hydrogel masks an "awful idea" and said they might affect youngsters' esteem.

He said: "Children and young people have a generally healthy, developing and sensitive skin barrier. So when it comes to any skincare, as a general rule less is more.

"Unless they have specific medical needs, they simply don't need active skin products. Simple washes and moisturisers - if necessary - are absolutely fine for the vast majority.

"And any reputable dermatologist would agree with this."