Beauty brands have been trending younger, marketing products specifically designed for Gen Alpha teen and tween consumers. But other brands are looking younger, opening a new market for skin care and cosmetics meant for the very youngest of Gen Alpha, ages two to teens.
Color-Forward Cosmetics for Kids
MGA Entertainment, known for toy brands like Little Tikes, L.O.L. Surprise! and Bratz, has announced the launch of Mini Glam at Target.
Combining color and trend with clean ingredients, Mini Glam is redefining makeup for kids. The collection features a range of age-appropriate, collectible products in fun shapes and shimmering hues.
With kids and tweens increasingly exploring beauty through social media, Mini Glam bridges the gap between pretend play and personal care. MGA Entertainment
With kids and tweens increasingly exploring beauty through social media, Mini Glam bridges the gap between pretend play and personal care.
Mini Glam’s collection features a range of kid-friendly, shimmer-forward, collectible cosmetics in playful packaging. Products are contained in bunny and bear-shaped containers with a pastel palette and soft satin finishes. Each item includes a convenient keychain attachment for on-the-go fun, and the collection’s clean ingredients make it safe, simple and worry-free for families.
Combining color and trend with clean ingredients, Mini Glam is redefining makeup for kids. The collection features a range of age-appropriate, collectible products in fun shapes and shimmering hues.MGA Entertainment
Collection Highlights:
- Mini Glam Bunny Lip Gloss – Lightly tinted gloss with a soft shimmer for a touch of sparkle.
- Mini Glam Bear Shimmer Lotion – A gentle, hydrating lotion with a hint of shine.
- Mini Glam Cube Shimmer – Easy-to-apply multi-use shimmer for cheeks and eyelids.
- Mini Glam Heart Glitter Balm – Smooth, mess-free glitter for creative playtime sparkle.
- Mini Glam Shimmer Highlights – Soft, blendable highlighter palette featuring six shades for the perfect touch of shine.
- Mini Glam Bunny Purse with Cosmetics – A portable beauty set with Mini Glam favorites inside a collectible bunny-shaped cosmetic bag.
“We’re proud to introduce Mini Glam into the MGA portfolio of trend-forward yet timeless products for kids,” said Isaac Larian, founder and CEO of MGA Entertainment. “From Little Tikes to Bratz, we’ve built brands that inspire imagination—and we’re bringing that same creative spirit to kids’ beauty through our partnership with Target.”
K-Beauty Skin Care for Two to Teens
rini is a consciously crafted skincare and play brand developed specifically for kids. Founded by Shay Mitchell, Esther Song and Matte Babel, the brand is created in collaboration with leading pediatric chemists and laboratories in South Korea. rini offers dermatologist-tested products designed to support healthy habits from an early age with products families can trust.
The idea for rini emerged from everyday parenting moments that revealed a need for safer, more innovative and restorative care for children's skin. rini, a colloquial word for children in Korean, represents kids ages two to teens and embodies the philosophy of Korean beauty.
"The idea for rini came from real parenting moments, when we realized the products we wanted for our kids simply didn't exist," says Shay Mitchell.
"It's about nurturing their imagination and confidence, while knowing we're choosing products made thoughtfully for their skin," adds Esther Song.
The idea for rini emerged from everyday parenting moments that revealed a need for safer, more innovative, and restorative care for children's skin. Rini
rini formulations meet the requirements of the EU Cosmetic Regulation (EC) 1223/2009, which prohibit over 1,700 ingredients. All clinical testing and toxicity risk assessments are facilitated by a dedicated regulatory team and pediatric toxicologist, including RIPT and other extensive testing such as tear-free, epiocular and moisture studies.
The brand's debut product includes its hydrogel mask for kids. The 5-piece launch collection includes a hydrogel mask in two proprietary formulas, hydrating and after-sun, alongside everyday sheet masks in puppy, unicorn and panda designs.
- The after-sun hydrogel mask is 94.8% natural origin, aloe vera–based, soothing and healing for sunburns, chafing and environmental stress.
- The hydrating hydrogel mask is 95.6% natural origin, infused with vitamin B12 to nourish and hydrate.
- The everyday sheet mask is 93.5% natural origin, made of 100% cotton sheets with a proprietary serum of white tremella mushroom extract, beta-glucan and vitamin E for daily soothing and skin recovery.
