Actress-entrepreneur Shay Mitchell has once again stepped into business terrain — this time turning her attention to the skincare of children. Her new brand, rini (the name deriving from the Korean word eorini, meaning “children”), launched earlier this week. The Express Tribune+3Parents+3Byrdie+3
What rini is about
Together with friend and co-founder Esther Song, Mitchell says the idea was born from real parenting moments — from trying to clean off stubborn face paint on her daughter to grappling with sunburn at a beach trip. Byrdie+1 The initial launch includes three sheet/hydrogel mask products aimed at children aged as young as three. The formulas claim to be clean, pediatric-friendly, and developed in collaboration with Korean manufacturers and U.S. clinical testing. Byrdie+1
The backlash begins
While some parents have expressed interest in a product made “just for kids”, a strong wave of criticism has emerged across social media and parenting forums. Critics ask: Do children really need a “skincare routine”? Are we pushing beauty behaviours onto kids far too early? One social-media user asked, “Why do kids need face masks?” Cosmetics Business+1 Another wrote bluntly: “Selling children things they absolutely do not need.” Cosmetics Business
Beyond the question of necessity, experts point out that children’s skin is structurally and hormonally different from adult skin — which means applying cosmetic-type products may carry risk. The Express Tribune+1 Some suggest that the move reflects broader trends of “beauty routines for tweens and younger” and the commercialisation of childhood. Cosmetics Business
Mitchell’s view and brand positioning
Mitchell argues the brand fills a void: “We realised the products we wanted for our kids simply did not exist,” she says. Cosmetics Business+1 The brand emphasises fun designs (puppy, unicorn, panda masks), lower price points (accessible for younger users) and transparency in ingredients. Parents+1 The goal, according to the founders, is to foster “healthy habits from an early age” rather than heavy cosmetics. Cosmetics Business
Why the timing and context raise eyebrows
For many, the issue isn’t just the product — it’s what it signals. In an era when childhood is already shaped by social media, screen time, micro-influencers and early exposure to adult aesthetics, a skincare brand for 3-year-olds feels to some like another push toward early commodified identity formation. One news outlet notes: “What’s more gentle on the skin is using nothing.” The Express Tribune+1
Additionally, some observers point out the optics of a celebrity launching a pricey “kids’” skincare line at a time when many families are facing economic pressures, pointing to potential dissonance between marketing and context. The Express Tribune
Where things go from here
At this stage, rini appears poised to expand beyond its initial masks into a full “kid-first care + play” range by summer 2026. Cosmetics Business For Mitchell and Song, the business is part of a long journey in entrepreneurship (Mitchell previously co-founded travel accessories brand BÉIS and beverage brand ONDA). Byrdie+1
The conversation now hinges on whether the brand will address the criticisms meaningfully — whether through education, ingredient transparency, responsible marketing, and clarity about what “skincare for kids” really means — and whether consumers accept the premise.
Final thoughts
Whether you view rini as a thoughtful niche solution for child-sensitive skin or a troubling signpost of early beauty commercialisation, it certainly opens up larger questions: What does childhood mean in a beauty-driven world? At what age is skincare appropriate? And who defines the “need” behind such products?
As Mitchell herself straddles the roles of mother, business-woman and public figure, the line between empowerment and commercialisation becomes ever more nuanced. For now, rini has drawn the spotlight — and perhaps, the start of a deeper conversation.
