Pretty Little Liars actor Shay Mitchell has launched rini – a new K-beauty inspired skin care brand for children – and the response has been mixed, with some arguing it is not needed.
Rini, a colloquial word for ‘children’ in Korean, represents ages two to teen, and the brand is described as a “consciously crafted skin care and play brand developed specifically for kids", with the aim to “inspire curiosity and confidence while supporting healthy habits from an early age”.
The five-piece range, inspired by motherhood and Korean beauty traditions, comprises Hydrating Hydrogel Facial Masks for children in two proprietary formulas, Hydrating and After-Sun, alongside Everyday Facial Sheet Masks in puppy, unicorn and panda designs.
Mitchell, an actor and mother-of-two, created the dermatologist-tested brand with friends Esther Song and Matte Babel (who are also parents), in collaboration with leading pediatric chemists and laboratories in South Korea.
"The idea for rini came from real parenting moments, when we realised the products we wanted for our kids simply did not exist," said rini co-founder Mitchell.
Examples of these “moments” cited by the brand where “safer, more innovative” items were needed included birthday parties, which usually involve stubborn face paint, and dance recitals, where children are “often exposed to products that are not formulated for them”.
Rini co-founder Song added: "It is about nurturing their imagination and confidence, while knowing we are choosing products made thoughtfully for their skin.”
However, not everyone is convinced that a skin care brand for children this young is needed, especially following the ‘Sephora kids’ scandal in 2024.
This was a period which saw tweens buying products they did not need, usually made with ingredients too harsh for their skin, at Sephora stores across the US.
Many social media users are now taking to the comment section on rini’s Instagram post to share their views.
Instagram user @michellerazavi commented: “Call me crazy, but the only thing we should be putting on kids’ faces is sunscreen.”
User @hollyvitcoria_ added: “Kids don’t need face masks. If it is to mitigate them using harsh chemicals from ‘mummy’s’ products, be better at saying no.”
@ref.i.loe added in the comment section: “Selling children things they absolutely do not need.”
Yet, others are onboard with the idea, like Instagram user @brandyxarmstrong, who commented: “What a great idea! We moms need this.”
Shay Mitchell (pictured right) is the co-founder of rini
What ingredients are used in rini and how have the products been tested?
Rini’s After-Sun Hydrogel Facial Mask is made with 94.8% natural origin aloe vera and claims to soothe sunburns, chafing and environmental stress.
The brand’s Hydrating Hydrogel Facial Mask has a 95.6% natural origin and is infused with vitamin B12 to nourish skin.
Everyday Facial Sheet Mask – which comes in three animal designs – is 93.5% natural origin, made of 100% cotton sheets, with a proprietary serum of white tremella mushroom extract, beta-glucan and vitamin E to aid skin recovery.
The products range in price from US$5.99 to $6.99.
Each rini product is manufactured in South Korea and undergoes rigorous clinical dermatologist testing in the US.
The brand said the proprietary formulas are designed to meet the requirements of the EU Cosmetic Regulation (EC) 1223/2009, which prohibits or restricts more than 1,700 ingredients.
Clinical testing and toxicity risk assessments have also been facilitated by a regulatory team and pediatric toxicologist, including RIPT and other extensive testing, such as tear-free, epiocular and moisture studies.
Rini said a complete collection of kid-first care products, inclusive of skin care and creativity-driven play, is anticipated from them by summer 2026.