Canadian actress and entrepreneur Shay Mitchell hit the headlines last week after launching Rini — her new skincare brand for children — and the backlash has been real. Here, we unpack the brand.
Shay Mitchell — actress and entrepreneur — has seen great success with her travel brand Béis, which offers a range of practical suitcases, carry-on bags and more. Her newest endeavour, however, has been met with anything but enthusiasm.
Rini is a South Korean-made skincare brand for children, launched by Shay and her co-founders Esther Song and Matte Babel. According to the website, the brand’s founders are “parents united by a shared mission: to create truly clean, non-toxic skincare and play products designed specifically for our growing children”.
So far, the range includes sheet masks and hydrogel masks intended for use by children aged three and up.
Read more: 2025’s best SPF moisturisers
View this post on Instagram
Why is Shay Mitchell’s brand causing controversy?
Dermatologists, beauty influencers and parents have flocked to social media to criticise the new line, emphasising the risks of introducing skincare products to young children.
It should be noted that there are no active ingredients in the products that could be harmful to the skin of children, though the masks don’t necessarily contain any useful ingredients, either.
“In reality, these ingredients don’t provide any significant improvement because a child’s skin is already functioning optimally,” says Dr Ross Perry, medical director at Cosmedics Skin Clinics.
Pharmacist Zijan Khalid adds that, in spite of most of the ingredients in the masks being mild, a sheet mask can still “provide maximum exposure and occlusion”, which can heighten the risk of overabsorption.
Read more: Are celebrity beauty brands really worth buying?
View this post on Instagram
The Rini hydrogel facial mask is marketed as an ‘after-sun’ product and is infused with aloe vera and chamomile. The website describes it as helping to ‘calm, soothe and help the skin recover from the sun and post-play stress’.
While it sounds innocent enough, do children really need a skincare routine beyond sun protection?
What skincare should children use?
According to Dr Ross, the dangers of using skincare products on children aren’t due to the ingredients themselves, but rather the risk of overuse. “Keep it simple, avoid fragrances and unnecessary additives, and prioritise SPF when outdoors,” he explains.
Consultant dermatologist Dr Anjali Mahto points out that the use of skincare products on children could cause contact dermatitis.
She recommends a mild soap or gentle cleanser to remove dirt and grime, as well as daily sun protection.
“It’s also very important that we don’t accidentally create any body dysmorphia-style messaging and an unnecessary ‘fixing’ culture too early,” Dr Anjali explains. “Children shouldn’t be preoccupied with skincare.”
Read more: Should we stop washing our faces in the morning
View this post on Instagram
This isn’t the first time a brand has launched a skincare line for children. Evereden is a US-based brand that boasts a range of products, including face wash, cream, lip oil and perfumes, that are marketed towards children as young as three.
Are Rini’s products safe?
Cosmetic chemist Jane Tsui took to social media to explain that while Rini claims its range is all dermatologist-tested, that doesn’t mean much when it comes to these types of products, as the testing usually occurs on adults.
“You’ll often see brands proudly stating that they don’t use any ingredients banned by the EU,” says Zijan. “The EU’s banned list includes more than 1,300 substances, but most aren’t cosmetic ingredients at all.”
She adds that while the claim may sound reassuring, it doesn’t reflect the true safety of a product.
Feature image: Wiki Commons / Canva
