Fourth grader Naiya White knows what you think about her twice-daily beauty regimen and her Sephora shopping trips. “I heard all you guys were freaking out about 10-year-olds using skin care,” she ...

Shay Mitchell tells PEOPLE that her much talked about new kids' skincare line rini is a "solution" to a common parenting ...

When Melissa Fuentes imagined the Christmas gifts she'd buy for her 9-year-old Tatiana, she figured she'd want Barbies, Bratz dolls or a scooter – the kinds of things she found under her tree growing ...

The brand is entering Sephora with a range of 12 products that span across the skin care, hair care, fragrance and sunscreen categories. "This launch represents so much more than retail expansion," ...

Shay Mitchell has launched soothing, cooling, and hydrating face masks for kids as young as four years old in the name of ...

Shay Mitchell’s kids’ skincare line has sparked backlash over fears of early adultification, yet Gen Alpha is already ...

Nearly two years after “Sephora tweens” made headlines, some companies are eyeing an even younger demographic.