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Skincare brand for children
Rini (stylized as rini) is a U.S.-based skincare brand co-founded by Canadian actress and entrepreneur Shay Mitchell together with business partner Esther Song & Matte Babe.[1][2] Launched in November 2025, the brand is aimed primarily at children (aged roughly 2-12).[3]
The name “rini” is derived from Korean slang meaning “kids” or “little ones”.[4]
The brand was announced in early November 2025, with the first products going live soon after. According to Mitchell, the inspiration behind Rini came from observing her own daughters, and noticing there were few skincare products designed specifically for young children.[5] The product line is manufactured in South Korea, developed with pediatric chemists and laboratories, and draws on K-beauty inspiration as well as Mitchell’s Filipino heritage and Song’s Korean upbringing.[6][7]
Rini officially launched with an initial line of sheet masks and hydrogel masks.[8] The brand’s early marketing emphasized fun, routine-building, and age appropriate self-care rather than beauty or anti-aging.
Some commentators noted that Rini addressed a gap in the market by offering child-specific skincare that prioritizes gentleness and safety.[9]
Criticism and Controversy
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The launch generated significant debate among parents, dermatologists, and media outlets.[10][11] Critics questioned “whether children require skincare products beyond basic cleansing and sun protection”, “the implications of marketing beauty-oriented routines to young children”, “possible risks to developing skin barriers”, and the “environmental concerns surrounding single-use sheet masks.”[12]
Some outlets have labeled the brand “tone-deaf” or “dystopian”, citing worries about children’s self-image and the commercialization of adult wellness trends on younger audiences.[13]
- ^ rini. “rini, a Kid-First Brand Where Skincare and Play Meet Innovation”. www.prnewswire.com (Press release). Retrieved November 19, 2025.
- ^ News, Global Cosmetics (November 11, 2025). “Shay Mitchell Launches rini, a Korean-Made Skincare Brand for Kids”. Global Cosmetics News. Retrieved November 19, 2025.
- ^ “Everything We Know About Shay Mitchell’s Gen Alpha Skincare Line, Straight from Shay Mitchell (Exclusive)”. People.com. Retrieved November 19, 2025.
- ^ Murray, Conor. “Actress Shay Mitchell Faces Backlash Over Skincare Line For Kids”. Forbes. Retrieved November 19, 2025.
- ^ “Meet Rini, Shay Mitchell’s Gentle Skin Care Line for Kids”. ELLE. November 6, 2025. Retrieved November 19, 2025.
- ^ “rini, a Kid-First Brand Where Skincare and Play Meet Innovation”. Morningstar, Inc. November 6, 2025. Retrieved November 19, 2025.
- ^ Randall, Tiana. “Shay Mitchell Launched A Skincare Line For Children, But Why?”. Forbes. Retrieved November 19, 2025.
- ^ “‘Dystopian’: Skin Care for 4-Year-Olds Gets an Icy Reception”. November 15, 2025. Retrieved November 19, 2025.
- ^ “What Dermatologists Really Think About Sheet Masks for Toddlers”. Harper’s BAZAAR. November 10, 2025. Retrieved November 19, 2025.
- ^ “Actor’s skincare brand for children labelled ‘dystopian’ and ‘tone deaf’“. ABC News. November 13, 2025. Retrieved November 19, 2025.
- ^ Tannenbaum, Emily (November 10, 2025). “Shay Mitchell Addresses the Rini Backlash: ‘Skin Care Starts From Birth’“. Glamour. Retrieved November 19, 2025.
- ^ Cross, Greta. “Shay Mitchell drops skincare line for kids called Rini. Do they really need it?”. USA TODAY. Retrieved November 19, 2025.
- ^ “Actor’s skincare brand for kids labelled ‘dystopian’ and ‘tone deaf’“. RNZ. November 13, 2025. Retrieved November 19, 2025.
