Hollywood actress Shay Mitchell received criticism for launching her new skincare line ‘Rini,’ whose target market are for children.
The brand, co-founded with Esther Song and Matte Babel, includes sheet masks for hydration and after-sun care, as well as playful “everyday masks” in animal shapes. Mitchell stated that the brand is inspired by her own daughters and is about comfort and self-care rather than beauty.
The backlash began when Mitchell posted sneak peeks of the products on instagram. Critics argued that children as young as three shouldn’t be introduced to skincare.
Social media users claimed that it promotes beauty standards even at such an early age. Tiktok users called the products “dystopian” and “disturbing,” warning that it could contribute to early body image issues.
@sanabanaanaa Her team obviously saw the articles about children buying drunk elephant and thought how can we take advantage of this? It’s really sad. I can’t believe we are at this level of cash grab, as if money comes above all. #skincare #children ♬ original sound – Sana 📚📘✍️
Others expressed concern about children being pushed toward consumerism disguised as bonding.
Some parents, however, defended the products. One commented that it’s safer for children to use age appropriate face masks than adult products with harsher chemicals. A mother remarked it’s a fun way to share a routine with their kids without harming their skin.
Mitchell addressed the controversy in an interview on ‘TODAY,’ stating that masks are not for beauty but for hydration and comfort. She explained, “Truly, skincare starts from birth. We moisturize, we soothe, we comfort their skins as newborns. This is just a different, fun-format that’s age appropriate.” She added that introducing children to healthy skincare habits can help them understand what they put on their skin, just like being mindful of what they eat.
The masks are dermatologist-tested and contain gentle ingredients such as aloe vera, chamomile, and vitamin B-12. Mitchell shared that some masks were inspired by real-life situations, like her daughter needing relief from a sunburn. She also hopes the products can create positive, shared moments between parents and children.
Rini’s launch is aligned with the escalating trends of young “skinfluencers,” and emphasizes safe, fun, and conscious skincare for kids. While the debate continues, Mitchell firmly believes that her line is a thoughtful introduction to skincare for kids, not a tool for projecting adult beauty standards.
Other POP! stories that you might like:
‘High School Musical’ alum Ashley Tisdale announces name change
Unaired episodes of ‘Friends’ spinoff ‘Joey’ finally hit YouTube 20 years later
