“It does not need to be expensive, and they certainly do not need face masks,” she says.

Face masks are designed to restore skin hydration, but Yip says that this can also be achieved with a suitable moisturiser. Eczema is one of the more common skin concerns seen in younger children, which may prompt parents to seek a solution beyond the basics.

Toddlers’ and children’s skin is less robust than adults’. Young skin has a weaker skin barrier and absorbs more, which is more likely to result in allergic reactions or irritation, especially with products containing fragrance.

Yip says that some products will use “fragrance-free” labelling as a selling point, but may still contain natural fragrances, which are not necessarily safer and can still cause reactions.

The Rini masks list botanical ingredients which Yip warns against.

“We know that botanicals sometimes can cause allergic reactions, so I would exercise caution for those. It is quite misleading when they say it’s safer for sensitive skin,” she says.

Yip says that skincare shouldn’t be about self-care for kids, and hygiene is the responsibility of parents.

“Skincare at a young age should not be about a beauty construct. It shouldn’t be about teaching self-care; they wouldn’t understand that at this age.”

The Butterfly Foundation’s head of communications and engagement Melissa Wilton says self-care has become commercialised.

“Caring for ourselves can be about simple everyday acts of being kinder to our body – rest, movement we enjoy, nourishing and tasty food, and connection with others,” says Milton.

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Milton says that while studies are limited, they have shown that age six may be an important time for the onset of body dissatisfaction, and products like these expose children to beauty standards.

“It ultimately sends the message that our appearance is somehow ‘wrong’ and needs to be fixed, and that it’s easier to live in this world if we meet society’s ideals with wrinkle-free, fresh, perfect skin, and that it takes expensive products to achieve that.

“Young people are not only learning to fear ageing before it has even begun, but they are being sold the message that they must purchase expensive products to be accepted,” says Milton.

When is it dermatologically appropriate to advance your child’s skincare game? Yip says puberty can mean skin changes like acne might require addressing, but this needs to be guided by a GP or dermatologist.

“In terms of starting anti-ageing skincare, that does not need to be considered until early to mid-twenties,” says Yip.

Rini has been contacted for comment.

Butterfly National Helpline, 1800 33 4673.

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