Shay Mitchell’s Kids’ Skincare Line Rini Faces Criticism Over Product Necessity and Marketing
LOS ANGELES, โCA – November 10, 2023 – Actress Shay Mitchell is โfacing online backlashโค regarding her skincare line for children, Rini, withโฃ critics questioning theโ need โfor complex skincare โขroutines for โคyoungโ children and โraising โconcerns about marketing practices. The brand,co-founded โฃby Mitchell with โEsther Song โand Matte Babel,currently focuses on face masks marketedโ for ages 3 and up.
The controversy stemsโ from social media users expressing concernโ that introducing young children โคto skincare routines-and the associated emphasis โon perceivedโ imperfections-could negatively โimpact their self-esteem. Others question the necessity of ingredients like Vitamin E and B12 for young skin, arguing that basic hygiene and sun โprotection are sufficient. Rini’s products, โdeveloped in โSouthโฃ Korea and clinically tested in the United States, were inspired, in part, by Mitchell’s daughter experiencing sunburn, as she โshared โon Instagram.
Rini, derived from the Koreanโ word for “children,”โฃ launched โwith a line of face masks containing ingredients like aloe vera, vitamin E, and vitamin B12. Single masks are priced between $5.99โค and $6.99, while multi-packs previouslyโค sold for $16 andโ $29 (currently sold out). According to the company, the masks are designed “to hydrate, soothe and recover” growing faces. โค
mitchell told Elle magazine that the idea for Rini originated from her children’s curiosity about her own skincare โขroutine. “They would just โขcome โinto the bathroom โคand look at me in the mirror and be like, ‘Can I use that? What’s that?'” โคshe explained. While the company currently offers โขonly face โmasks, โคMitchell indicated โขplans to potentially expand the product line in the future, โthough a specific timeline remains unclear.
Forbes has โreached out to Rini for comment.