As a newish mother, I am only too aware of the myriad ways we have failed our children. And then I came across a new skincare company aimed at four-year-olds. It’s early days for Rini, whose sole product is now a Korean-made hydrating facial mask. A healing ointment and daily barrier cream are allegedly in the works, too. If you were under any illusions as to the mask’s purpose, it is infused with vitamin B12 – which, according to various skincare sites, improves elasticity and skin texture – with a clear peel-on application process modelled online, Patrick Bateman-style, by a preschooler.

On the one hand, I appreciate that children put all sorts on their faces – face paint, stickers, poo, toothpaste, kitchen cleaner, a sibling’s blood, and that’s just in this last week alone – and that their faces will occasionally need to be cleaned. And while it’s entirely plausible that some parents will be moved watching their child dip their delicate toes into the world of Korean beauty, I’m marginally more concerned by the strains of strep and croup doing the rounds at my two-year-old’s childcare (I am also worried about my six-year-old’s health, but if this company is anything to go by, he’s probably beyond help).

And yet. Despite the shock I feel about beauty products being aimed at a market whose disposable income is wholly dependent on teeth loss, is anyone really........

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