Topline
Shay Mitchell, an actress best known for starring in “Pretty Little Liars,” is facing criticism online after launching Rini, a skincare company whose products are marketed toward children ages three and up, with some critics accusing the brand of selling self-image issues to kids.
Actress Shay Mitchell launched Rini, a skincare line for children, over the weekend. (Photo by Monica Schipper/Getty Images)
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Key Facts
Mitchell announced the launch of Rini in a series of posts over the weekend on Instagram, where she has 35 million followers, which included various pictures of children trying on face masks, some of which included animal designs.
Rini also launched its own Instagram account, and as with Mitchell’s posts, hundreds of commenters weighed in voicing concerns about the brand marketing its products to children.
In one post, Mitchell clarified her intent in starting the company was not about beauty standards but is instead about “teaching our kids that taking care of themselves can be fun, gentle, and safe,” stating the company was inspired by her children being curious about her own skincare practices.
Rini currently only sells a line of face masks, some of which contain aloe vera, which Mitchell said on Instagram was inspired by her daughter getting sunburned while on a trip.
Forbes has reached out to Rini for comment.
What Is Rini?
Mitchell co-founded Rini with friends Esther Song and Matte Babel, and the brand takes its name from a Korean word for “children.” The products are developed in South Korea, and Rini says its products were crafted in consultation with “leading pediatric chemists,” clinically tested in the United States and approved by dermatologists. Mitchell told Elle she was inspired to found the company because her children “would always see me with [masks on], especially when getting prepared for any makeup to follow. They would just come into the bathroom and look at me in the mirror and be like, ‘Can I use that? What’s that?’” The company currently sells single face masks for $5.99 or $6.99, with packs of three and five—both of which are sold out—selling for $16 and $29, respectively. The product descriptions for the masks, which include aloe vera, vitamin E and vitamin B12 versions, say they were “created for growing faces (ages 3+) to hydrate, soothe and recover.” Mitchell told Elle the company may release additional products in the future, though a timeline isn’t clear.
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Source: https://www.forbes.com/sites/conormurray/2025/11/10/the-controversy-over-new-skincare-brand-rini-marketing-products-to-children-explained/
