If Rini represents some kind of “late-stage capitalist hell,” as one commentator put it, it’s far from the only company in this particular circle of the inferno, in which 7-year-olds make “get ready with me” videos on TikTok. A handful of companies are now pitching regimens for children who are elementary-school age and even younger; some spas have begun to feature child-oriented menus. Tubby Todd Bath Co., which sells a basic lineup including bath wash, lotion, and diaper paste, asks customers if they’re shopping for “baby’s first skincare routine.” A TikTok from the company Evereden depicts a bathroom cabinet filling up with the brand’s products—a child-size skin-care headband, lip oil, fragrance, face mist—with the superimposed text “pov: your 3-year-old is interested in skincare.” (The company also launched a pink-packaged multivitamin face wash and moisturizer called the Barbie Kids Happy Face Duo, which comes with rhinestone stickers to bedazzle the bottles.) The tween-skin-care brand Pipa tells customers to “start young”—in this case, at 8, the average age that children in Generation Alpha who are using these kinds of products begin experimenting.