Beauty’s next target is Gen Alpha

Source: It’s November 2025. Canadian actress, influencer and star of teen drama Pretty Little Liars, Shay Mitchell, takes to Instagram to announce rini, a mask and skincare line aimed at kids and toddlers, co-founded with close friend and marketing executive Esther Song. “So excited that I can finally talk about rini,” she told her 35.1 million followers. “This has been three years in the making, inspired by [our] girls, their curiosity, and all the little moments that made me realise how early it starts.

From birthday parties and face paint to wanting to do ‘what mommy does’ with her face masks … it was only a matter of time.” Rini, announced in late 2025, is a five-piece collection for children aged two to 12. It includes a hydrogel mask in two ‘proprietary’ formulas (hydrating and after-sun), alongside everyday sheet and jelly facial masks in puppy, unicorn and panda designs.

The line comes with all the caveats and safety nets one would expect for a children’s line of this nature – the products are over 90% natural origin and include ingredients like aloe vera, vitamin B12, plus “proprietary serum of white tremella mushroom extract”, beta-glucan, and vitamin E “for daily soothing and skin recovery”. The brand is created in collaboration with leading paediatric chemists in South Korea and is dermatologist-tested. Mitchell continued: “Rini isn’t about beauty, it’s about self-care, about teaching our kids that taking care of themselves can be fun, gentle and safe…. Kids are naturally curious.

Instead of ignoring that, we can embrace it with safe, gentle products that parents can trust, and sweet moments that bring us closer.” Top: Indu skincare lifestyle image. Above: Rini hydrogel face mask Sign in We recommend activating Javascript in your browser.

The article highlights a significant trend in the beauty industry towards targeting Gen Alpha, which is crucial for brand strategy professionals aiming to build long-term loyalty among younger consumers.