Shay Mitchell’s Kids’ Skincare Line Rini Faces Criticism Over Product Necessity and Marketing
LOS ANGELES, CA – November 10, 2023 – Actress Shay Mitchell is facing online backlash regarding her skincare line for children, Rini, with critics questioning the need for complex skincare routines for young children and raising concerns about marketing practices. The brand,co-founded by Mitchell with Esther Song and Matte Babel,currently focuses on face masks marketed for ages 3 and up.
The controversy stems from social media users expressing concern that introducing young children to skincare routines-and the associated emphasis on perceived imperfections-could negatively impact their self-esteem. Others question the necessity of ingredients like Vitamin E and B12 for young skin, arguing that basic hygiene and sun protection are sufficient. Rini’s products, developed in South Korea and clinically tested in the United States, were inspired, in part, by Mitchell’s daughter experiencing sunburn, as she shared on Instagram.
Rini, derived from the Korean word for “children,” launched with a line of face masks containing ingredients like aloe vera, vitamin E, and vitamin B12. Single masks are priced between $5.99 and $6.99, while multi-packs previously sold for $16 and $29 (currently sold out). According to the company, the masks are designed “to hydrate, soothe and recover” growing faces.
mitchell told Elle magazine that the idea for Rini originated from her children’s curiosity about her own skincare routine. “They would just come into the bathroom and look at me in the mirror and be like, ‘Can I use that? What’s that?'” she explained. While the company currently offers only face masks, Mitchell indicated plans to potentially expand the product line in the future, though a specific timeline remains unclear.
Forbes has reached out to Rini for comment.