A Big Move into Kids’ Beauty
Actress-entrepreneur Shay Mitchell has made headlines again—but this time the focus is not her acting role, but her business venture. Mitchell, alongside longtime friend and fellow entrepreneur Esther Song, has launched a new skincare brand aimed at children called Rini (derived from the Korean word eorini, meaning “child”). Parents+1
The brand is being marketed for kids “ages 3 and up,” featuring products like hydrogel face masks with fun animal prints and youthful packaging. According to interviews, the inspiration came when Mitchell’s daughter asked for a “mask like mommy’s,” leading to a desire to create a gentler, kid-safe version rather than just giving them adult skincare products. ELLE+1
Why Many Are Raising Their Eyebrows
Despite the positive framing, a strong wave of criticism has arrived. Critics question whether children really need skincare routines this early, whether marketing face masks to young kids is sending the right message, and whether this is more about trend/branding than genuine need.
For example:
- A piece from The Tribune observed: “Many social-media users described the brand launch as ‘pushing beauty standards on kids’ and argued that children should be ‘let to just be children’ rather than steered into ritualised skincare.” The Express Tribune
- A report in CosmeticsBusiness noted that the brand “has divided opinion on social media … some arguing it is not needed.” Cosmetics Business
- On Reddit, one commenter wrote: “Children generally have perfect skin…why do they need face masks?” Reddit
The Case For It
On the flip side, Mitchell and Song argue there is a gap in the market: when adults do skincare, children often imitate them, yet proper child-safe products are less common. In Parents magazine, it was noted:
“Concerned about the lack of safe, trustworthy skincare options for kids… they created Rini to fill that gap.” Parents
The brand says its formulas are EWG-vetted, hypoallergenic, manufactured in Korea, and specifically designed for gentle skin. ELLE+1 Proponents say if kids are going to do masks or skincare anyway (because they see adults doing it), better to have something safe rather than adult products with harsh ingredients.
The Core Tension: Fun vs. Pressure
The heart of the debate seems to be: Is this a harmless fun “spa day” for kids, or is it the early commercialisation of children’s beauty routines?
Arguments pointing to fun/self-care:
- The founders say the line is about shared bonding (parent + child) rather than anti-aging or perfecting appearance. ELLE+1
- Packaging and design (puppy, unicorn, panda masks) appear playful and age-aware. ELLE
Arguments pointing to concern:
- The product is marketed at very young children (3-year-olds), which some critics find too early for skincare rituals. The Cut
- Some believe it reinforces the idea that children’s bodies (skin) must be treated, improved, maintained—in contrast to letting kids just be kids.
- Others worry that marketing to children via a celebrity entrepreneur may lean toward commercialising childhood rather than meeting a real medical/derm need.
What to Look Out For
For parents, industry watchers and consumers, several questions remain important:
- Ingredients & safety: Are the formulations truly gentle, free from unnecessary actives meant for adult skin? Rini claims to use high-natural-origin formulas and pediatric-tested protocols. Cosmetics Business+1
- Messaging: How is the brand talking about these products? Are they advertised as fun/hygiene or as “beauty musts”? The language used shapes the message.
- Context & alternatives: For many children, the basic skincare need is minimal: gentle cleanser, moisturizer, sunscreen. If the brand adds to that fine—but if it replaces or upsells unneeded routines, that may be problematic.
- Market positioning: Is this brand truly filling a child-skincare gap, or is it leveraging the “kid tries what mom does” trend to sell more? Some critics think it leans toward the latter.
- Long-term implications: What message does early skincare reinforce about bodies, appearance and aging? Even if the current product is gentle and harmless, the cultural precedent matters.
Final Thoughts
The launch of Rini by Shay Mitchell and her team shows how the beauty industry is eyeballing younger demographics—not just teens, but children. On one hand, creating safer alternatives for kids who want to partake in skincare rituals could be seen as positive. On the other, the timing, messaging and commercial structure of such a venture raise valid concerns about childhood, consumerism and appearance culture.
As consumers and parents, it’s worth reflecting: when a child sees a face-mask or “spa kit,” is it about wholesome fun, or a subtle doorway into adult-style beauty norms? With Rini, the answer may depend on how it’s used—not just marketed.
