Discover celebrity-loved beauty remedies—ubtan, multani mitti, sandalwood, and coffee scrubs—that offer natural glow, clarity, and smooth skin without complex routines.
Brittany Ouyang does not do much to perfect her three-year-old daughter’s skin, because it happens to be flawless already.
Her routine, if you can call it that, includes water, sunscreen and the occasional moisturiser.
So Ouyang was baffled when her sister sent her an Instagram post recently about a new skincare line that was advertised for children ages three years old and up.
She visited the website for the brand, which is called Rini and was cofounded by actress Shay Mitchell, and saw pictures of poreless children who looked to be 10 years old and younger beaming from behind jellylike face masks enriched with vitamin B12.
“That is ludicrous,” Ouyang, 36, who works in tech and lives near San Francisco, texted her sister.
She joined a chorus of people criticising the company with a post on TikTok: “What kind of capitalist hellscape are we living in?”
Nearly two years after a flurry of press about tweens swarming the aisles of beauty stores like Sephora, skincare lines for preteens and even younger children have become a robust product category – and a battlefield for parents and critics.
Households with children ages seven to 12 spent close to US$2.5bil (approximately RM10.4bil) on skincare last year, up from US$1.8bil (RM7.5bil) in 2022, according to data from NielsenIQ, a consumer research firm.
A growing list of companies offer skin products for preteens that are packaged in containers that look like candy dispensers and advertised with soothing assurances about gentle, dermatologist-approved ingredients.
Read more: In Malaysia and around the world, tweens are fast shaping the beauty industry
Most of these brands are targeting a demographic slightly older than the children who appear in Rini’s marketing materials.
Some, like Bubble Skin Care, which has been selling modestly priced moisturiser to tweens since 2020, and Evereden, a purveyor of melon-scented face wash and sunscreen sets, predated the “Sephora kids” craze.
Newer arrivals are thriving in a social media universe in which preteens demonstrate multistep skin routines for the camera.
In September, the debut of a 15-year-old influencer’s skincare line drew thousands of fans to a mall in New Jersey.
A new brand called Pipa, aimed at customers ages 7 to 12 years old, mails influencers its products in periwinkle boxes that say “Start young” on their lids.
These companies argue that young people who are already curious about skincare need safer alternatives to adult products that can damage sensitive, prepubescent skin.
Other observers see something more pernicious: a way to hook children on unnecessary products, laying the groundwork for ever-earlier anxieties about their appearances.
“Maybe in 20 years, every one-year-old will have a beauty routine,” said Ally Nelson, the host of a psychology and wellness podcast.
She was joking, mostly. The next day, she came across a Fisher-Price teething set that included a toy version of a sheet mask and a rattle shaped like a jade roller.
‘Very dystopian’
Nelson, 33, who lives in Toronto and has a toddler, said she could understand where these companies were coming from.
Young girls have long imitated their mothers by painting their nails or trying on lipstick – activities that tend to be treated as playful flirtations with adulthood.
There’s nothing wrong with a little experimentation, she said, but she worries that preteen skincare routines are allowing the beauty industry to gain a foothold in children’s lives.
A report released by Ulta Beauty last year found that members of Gen Alpha (those born after 2010) started experimenting with beauty products at an average age of eight years old – five years earlier than the generation above them.
“It does feel a little bit predatory,” Nelson said, describing Rini’s marketing imagery as “very dystopian”.
The company does not see it that way.
Mitchell, an actress who appeared in the teen drama Pretty Little Liars and founded the luggage company Beis, devised Rini with Esther Song, a fashion industry alumna and former chief marketing officer for the Parent Co.
In an interview with Elle, the two friends said they had decided to create the company after struggling to wipe face paint from their daughters’ faces after dance camp.
The brand’s introductory offering, sheet masks that retail for US$6 or US$7 (RM25 or RM29) each, come in puppy, panda and unicorn styles.
Through a representative, Mitchell declined an interview that would include questions about criticism of the brand.
In interviews, the founders of other skincare lines that cater to children and preteens said that they took seriously questions about age and appropriateness when developing their products.
Kimberley Ho, the CEO of Evereden, worked with three dermatologists to create the company in 2018, with the goal of providing gentle products for infants.
In 2021, after requests from parents, it introduced a limited number of items formulated for tweens, she said: sunscreen, a cleanser to wash it off and a simple moisturiser.
“With some newer brands, I think that what we’re seeing is, they’re developing products that kids may not necessarily need,” Ho said when asked about Rini.
Evereden, which reported US$100mil (RM414mil) in sales last year, now offers skincare packages for ages three years old and up, including a pale pink “Barbie” moisturiser and cleanser set that retails for US$63 (RM261).
“My eight-year-old calls this her ‘Barbie spa time’ and won’t go to bed without it now,” reads a testimonial the company highlights on its website.
Brooke Jeffy, a dermatologist in Scottsdale, Arizona, who introduced the skincare brand BTWN in 2023, worries that other companies have made compromises as the category has gotten more competitive in recent years, like adding fragrances that can irritate children’s sensitive skin.
She has resisted her marketing team’s suggestions to sell her products in more colorful packaging.
Read more: What do Gen Zs want in beauty? Cool brands, personal expression and inclusivity
Some dermatologists are not buying it.
Dedicated skin products for tweens may be safer than adult serums, but that does not mean children need them, said Molly Hales, a dermatologist and researcher at the University of Chicago.
“A young person who doesn’t have any known, diagnosable skin conditions doesn’t really need to be using products” beyond sunscreen, Hales said.
In an analysis published in June, she and other researchers found that girls on TikTok from the ages of seven to 18 years old were demonstrating skincare routines with an average of six different products, many of them risky for young skin.
Brands are most likely trying to capitalise on the popularity of such videos, she said, and insulating themselves from criticism using the fuzzy, unimpeachable-sounding language of “self-care”.
A beauty industry that specialises in monetising customers’ insecurities might just view children as the next untapped market, said Charlotte Markey, a professor of psychology at Rutgers University and the author of books about adolescent body image.
No matter how carefully they are formulated, skincare sets for kids send a message that “it’s really important to be on top of all these appearance trends, before you have even hit puberty”.
In her dream world, she added, children would hardly think about their skin at all.
“I’d so much rather they be colouring or something,” she said. – ©2025 The New York Times Company
This article originally appeared in The New York Times.
The Japanese premium skincare brand Onshindo Osaka officially enters the Romanian market through its exclusive distributor, Pharma Brands, marking a new milestone in its European expansion strategy. Following its successful launch in Spain, the company aims to capitalize on the growing interest of Romanian consumers in premium skincare products with clinically proven efficacy and authentic origins.
Onshindo Osaka’s entry into the local market comes at a time when the J-Beauty segment — Japan’s minimalist skincare philosophy — is gaining global attention as a balanced alternative to the multi-step routines popularized by K-Beauty.
Japanese skincare emphasizes simplicity, concentrated formulas, and measurable results, combining multifunctional ingredients with biotechnological research.
In this context, Onshindo Osaka positions itself as an authentic premium skincare brand that merges Japanese tradition with scientific innovation.
Crafted in Japan Onshindo products combine rare natural ingredients derived from Japanese flora such as Yuzu extract and Tsubaki oil with patented innovations including Hydraskin, Sharohyal, and Glycolift — recognized for their deep hydration and instant lifting effect.
Clinical tests conducted by J.S. Hamilton Laboratories confirmed improvements in skin firmness, density, and elasticity after 28 days of use. All formulas are dermatologically and ophthalmologically tested.
The launch of Onshindo Osaka in Romania is part of Pharma Brands’ strategy to expand its portfolio of international premium brands within the beauty & health segment.
Starting this autumn, the products will be available in major pharmacies and online platforms including Farmacia Tei, Bebe Tei, Dr.Max, Help Net, eMAG, and SpringFarma.
“With this launch, Romania becomes the second European market where the brand is present. The entry of Onshindo Osaka comes at a time when the premium skincare segment is steadily growing. Local consumers are becoming increasingly discerning — we see a clear shift from brand awareness-based purchases to informed decisions, where product origin, research, and clinically proven efficacy truly matter,” said Rubina Celea, Dermato-Cosmetics Manager at Pharma Brands.
According to global trends, premium consumers are seeking products with transparent compositions and scientifically validated performance, moving beyond decisions driven solely by brand fame.
The launch of Onshindo Osaka reinforces Romania’s position as a key market for premium skincare brands in Central and Eastern Europe.
About Onshindo Osaka
Onshindo Osaka is a Japanese premium skincare brand built on a deep commitment to cosmetics, innovation, and cultural heritage. The brand was created with the vision of combining Japan’s rich botanical resources with advanced biotechnology, delivering effective, high-quality products for a wide range of skin types around the world.
Every formula results from years of research dedicated to achieving the ideal balance of ingredients and textures, thoroughly tested to ensure visible, measurable outcomes. All products are crafted exclusively in Japan, preserving the essence and traditions of Japanese beauty rituals while integrating modern scientific expertise.
Onshindo Osaka’s mission is to share the depth of Japanese cosmetic culture through products that unite nature, science, and refinement, offering consumers a complete and authentic J-beauty experience.
*This is a press release.
The beauty ecosystem is no stranger to bizarre experiments that go viral overnight, but the menstrual facial trend has pushed the boundary of shock content yet again. TikTok creators are applying their own period blood on their faces as a perceived glow-inducing mask. Influencers are positioning it as natural, potent, and regenerative. The truth is far more complicated. As the hype escalates, consumers need grounded information to cut through the noise and protect their skin health.
TikTok thrives on novelty-driven virality, and the menstrual facial checks every box. It is raw, visually arresting, and positioned as a secret wellness ritual. For young viewers navigating a crowded skincare landscape, anything marketed as natural often carries instant appeal.
There is also a cultural shift where more creators are dismantling stigma around periods. While this conversation is important, blending it with unverified skincare experiments is a slippery slope. Many users adopt the trend without understanding the biological composition of menstrual blood or the risks of applying it to the skin. The result is a perfect storm where empowerment messaging merges with misinformation.
Contrary to viral claims, menstrual blood is not simply blood. It is a mixture of blood, vaginal secretions, uterine tissue, bacteria, and cellular debris. It is not sterile. Dermatologists emphasise that anything containing bacteria or pathogens should never be introduced to the skin barrier.
Supporters argue that menstrual blood contains stem cells and growth factors. However, the presence of these elements does not translate into topical skincare benefits. There is no evidence that applying menstrual fluid externally supports collagen regeneration, reduces acne, or accelerates healing. These claims are speculative, not clinically validated.
The US Centers for Disease Control and Prevention (CDC), in its Bloodborne Infectious Diseases-Occupational Safety and Health Topics (NOISH) page, states that” Blood and certain body fluids can contain bloodborne pathogens, including hepatitis B virus (HBV), hepatitis C virus (HCV), and human immunodeficiency virus (HIV). Exposure to these fluids can pose a transmission risk”.In other words, human blood is not a beauty ingredient; it is a biohazard unless handled with medical-grade precautions. The World Health Organisation (WHO), in its Blood Safety guidance, reinforces the same standard: ‘Safe handling of blood and body fluids is central to infection prevention and control. Policies and practices are required to reduce the risk of transmission of bloodborne pathogensThere is also a strong biohazard element. Bodily fluids can transmit harmful microbes. Even one’s own menstrual fluid can become contaminated once outside the body. This is why dermatology protocols use sterile environments for any procedure involving biological materials. Using menstrual blood at home does not meet any safety standards and introduces unnecessary risk.
The rise of shock skincare reflects how the digital attention economy is evolving. Outlandish rituals outperform traditional beauty content because they provoke reactions. This pushes creators to escalate extremes to stay relevant. Consumers, especially younger ones, often confuse virality with legitimacy. A trend that garners millions of views appears credible by volume alone, even when it is scientifically unsound.
This behaviour mirrors previous online fads such as toothpaste acne masks, sunscreen contouring, and lemon juice brightening. All these trended for their visual impact rather than efficacy. The menstrual facial is simply the latest entrant in this cycle of spectacle over science.
The menstrual facial wave highlights a broader industry issue. Skincare consumers are drowning in DIY advice, home remedies, and pseudo-science disguised as empowerment. Social media accelerates this misinformation at scale. Users rarely cross-check claims with qualified experts. When creators use charged language like natural, organic, or holistic, they easily bypass scrutiny.
Platforms are now facing pressure to regulate unverified health and beauty content. Dermatologists, meanwhile, are calling for stronger public literacy around ingredients, hygiene, and safety protocols.
Science-backed alternatives to achieve real skin benefits
Instead of chasing shock trends, consumers can invest in proven and safe methods to support skin health. These include:
These methods are evidence-driven and aligned with dermatology standards. They deliver real results without compromising safety.
The menstrual facial trend may be visually sensational, but it does not translate into real beauty benefits. Skincare should be built on scientific credibility, not shock factor. As consumers become more discerning, they must adopt a critical mindset when engaging with wellness trends online. Viral does not equal valid.
What the beauty community needs today is transparency, accuracy, and responsible experimentation. The menstrual facial offers none of these. Instead of glorifying unverified hacks, the future of skincare lies in informed choices backed by research and guided by experts.
Add as a Reliable and Trusted News Source
Prepare skin for winter with skincare tips: learn how to adjust your daily routine to stay hydrated and avoid dryness and irritation.
Does your skin feel more dry and sensitive when the season changes from summer to winter? Just like we change our clothes for warmer ones and enjoy heavier meals, we also need to adjust our winter skincare routine for the season. Our skin needs special care, and this change is important for keeping it healthy and preventing the dryness and irritation winter can bring.
Many of us hold on to our favourite summer skincare products even when we no longer need them in our winter skincare routine. “Foaming cleansers and lightweight moisturisers that worked well in warm weather can harm your skin as the weather gets colder,” Dr Harkanwal Sekhu, Dermatologist, tells Health Shots. These products can strip the skin of its natural oils, leading to dryness, tightness, and irritation.
In summer, heat and humidity increase oil production. So, lighter, oil-free products work well. But in winter, cold air and indoor heating can cause problems. These conditions deplete your skin’s moisture and weaken its natural barrier, which helps protect against dryness and irritation. “When the barrier is compromised, your skin becomes more susceptible to problems like redness, sensitivity, and roughness”, warns Dr Sekhu. You might even notice fine lines and breakouts, due to increased dryness and inflammation.
Switching your skincare products with the seasons is important for maintaining healthy skin.
To get your skin ready for winter, start with your face wash. Those foaming cleansers that felt great in summer can dry out your skin in winter. “Instead, choose hydrating, sulfate-free cleansers with ingredients like glycerin, ceramides, and aloe vera. These options clean your skin well without removing its natural moisture,” says the dermatologist. It’s important to avoid products that have alcohol or strong scents. These ingredients can worsen dryness and irritation, which you want to avoid during the cold winter months.
Moisturise after applying the face scrub. Image courtesy: Adobe Stock
When winter comes, your skin needs more hydration. It’s a good time to change your moisturiser. Dr Sekhu recommends “moving from light gel moisturisers to thicker cream-based ones. Look for ingredients like shea butter, squalane, and hyaluronic acid.” These ingredients provide deep hydration, retain moisture, and help soothe inflammation.
Dr Sekhu says, “Your skin needs more support and nourishment in winter.” Cream-based moisturisers help by adding hydration and forming a protective layer against cold weather and dry indoor air. If you have very dry or sensitive skin, try adding a hydrating serum under your moisturiser for extra moisture.
Many people think they don’t need sunscreen when the sun isn’t shining brightly. However, ultraviolet rays can harm us year-round, making it essential to include sunscreen in your winter skincare routine. In fact, UV exposure can increase in winter because the rays bounce off snow and clouds. Dr Sekhu advises, “Always use a broad-spectrum sunscreen with SPF 30 or higher, even in winter.” Choose a sunscreen that also provides moisture to protect your skin from the sun and dry winds.
Exfoliation is important for keeping your skin smooth by removing dead skin cells, especially in your winter skincare routine. However, during winter, be careful about overexfoliation. “Over-exfoliating can damage your skin barrier, so limit your exfoliating treatments to once or twice a week. Use gentle exfoliants, such as lactic acid or enzyme-based scrubs,” says the doctor. These will help you achieve glowing skin without the risks posed by harsher scrubs.
Lips and hands often get neglected in a winter skincare routine. Their delicate skin can dry out easily, causing chapping and cracking. “Keep a hydrating lip balm handy to keep lips moisturised. Apply a nourishing hand cream often, especially after washing your hands,” shares the expert. These simple steps can help protect your skin from winter dryness.
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Dr Sekhu offers a helpful comparison: “Think of skincare like seasonal eating. Just as our diets change with the seasons, choosing warm soups and healthy nuts in winter, our skincare routines should also change.”
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A growing number of aesthetic clinics in Europe, the United Kingdom, and parts of Asia have begun offering skin-rejuvenation injections made from polynucleotides, DNA fragments purified from salmon or trout sperm.
The treatment gained public attention after several celebrities including Charli XCX and Jennifer Aniston mentioned using it, leading to increased demand in late 2024 and 2025.
Polynucleotides are extracted from fish sperm through a controlled laboratory process. The DNA is then broken into small chains, sterilised, and prepared for medical use.
According to clinicians, these fragments may signal skin cells to repair damaged tissue, increase collagen and elastin production, and reduce inflammation. Clinics typically charge between £200 and £500 per session, and most patients complete a series of three treatments several weeks apart.
At a clinic in Manchester in November 2025, 29-year-old patient Abby received polynucleotide injections aimed at reducing acne-related scarring and redness. She told BBC that the earlier part of her treatment, which targeted the area under her eyes, reduced her dark circles.
The practitioner who treated her, nurse Helena Dunk, reported that many clients notice better hydration and improved skin texture, though results vary.
However, research into the treatment is still developing. Small studies from Europe and South Korea suggest improvements in skin elasticity, hydration, and scar appearance. However, dermatologists, including Dr John Pagliaro in Brisbane, Australia, state that larger, long-term studies are needed before confirming the full benefits and safety of the injections.
Safety concerns remain. The UK’s Medicine and Healthcare products Regulatory Agency (MHRA) registers polynucleotides as medical devices, but they are not regulated in the same way as medicines.
The U.S. Food and Drug Administration (FDA) has not approved polynucleotides for injection. Complications reported in the UK and the United States include infections, pigmentation changes, swelling, and allergic reactions, especially when products are poorly tested or administered incorrectly.
A case in New York involved 31-year-old Charlotte Bickley, who developed an infection and long-lasting dark rings under her eyes after treatment in 2024. She believes the injections were placed too deeply and is still receiving care to address the side effects.
Industry organisations, including Save Face in the UK, warn that unregulated products and untrained practitioners are entering the market as demand increases. They advise patients to ensure that treatments are carried out by qualified medical professionals using tested brands.
Despite the concerns, many clinicians continue to use polynucleotides, describing them as a useful option for people seeking gradual, natural-looking skin improvement. Experts have stated that results differ widely and that no single treatment is effective for everyone.
Incellderm, a leading name in Korean beauty, today reaffirms its commitment to delivering high-performance, science-driven skincare that supports skin health at a cellular level. With its global footprint expanding rapidly, Incellderm addresses the growing demand for routines that promote long-term radiance without resorting to harsh treatments.
About Incellderm
Founded in South Korea, Incellderm has garnered strong recognition for its focus on advanced dermatological formulations, combining patented botanical ingredients such as Giant Byungpool (a proprietary variety of Centella Asiatica) with Jeju Island’s volcanic lava-filtered water and liposome delivery technology. The brand reports over USD 2.5 billion in sales over the past five years.
Its philosophy emphasises skin support rather than suppression — building barrier resilience, reducing inflammation, and promoting regeneration rather than relying solely on aggressive actives.
Key Developments
Market Context
In 2025, consumer behaviour in skincare continues its shift toward minimal-effective routines, ingredient transparency, and skin health over temporary cosmetic fixes. In this environment, the Korean skincare model — which emphasises preventative care, gentle formulations and ritual-based routines — retains strong appeal. Incellderm’s model aligns with these preferences, offering premium formulations backed by botanical science.
Looking Ahead
Incellderm plans to roll out specialised product lines targeting advanced skin concerns such as barrier restoration, post-acne sequelae, and environmental stress defence. These launches will coincide with educational campaigns designed to help consumers integrate high-performance skincare into sustainable daily habits.
About the Company
Incellderm is part of the RIMAN corporation, headquartered in Irvine, California, and Seoul, South Korea. The brand has earned numerous domestic and international awards for brand power and innovation, with a strong orientation toward research-based skincare and global expansion.
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