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Actor and serial entrepreneur Shay Mitchell launched her newest venture this week: Rini, a K-beauty skin care brand designed specifically for children that “families can trust.” The company is already getting mixed reactions from online viewers.
The brand—whose name “Rini,” refers to the colloquial word for “children” in Korean—is inspired by “real parenting moments, when we realized the products we wanted for our kids simply didn’t exist,” says BÉIS founder and chief brand officer, Shay Mitchell who has previously been honored on Inc.’s Female Founders list. She co-founded the brand with Esther Song and Matte Babel.
A press release for Rini points to moments like “birthday parties filled with stubborn face paint to the glitz of princess makeovers and dance recitals in blush and lipstick,” as times when children are often and innocently exposed to harsh and potentially harmful chemicals that aren’t formulated for young and delicate skin.
“It’s about nurturing their imagination and confidence, while knowing we’re choosing products made thoughtfully for their skin,” co-founder Song said in the press release.
All Rini products are formulated by pediatric chemists in South Korea, dermatologist-tested, EU-compliant (a strict standard that prohibits or restricts over 1,700 ingredients), vegan, fragrance-free, and safe for sensitive skin. The brand says it will also share findings from Rini product testing in the “Formula Facts” section for consumers who value transparency when it comes to products for their children.
Rini debuted with five products, including “the world’s first hydrogel masks created specifically for kids,” available in two formulas: hydrating and after-sun. It also launched an everyday sheet mask, which comes in puppy, unicorn and panda designs. Each mask is designed in two pieces to “grow with a little face.” The brand anticipates a “complete collection of kid-first care products, inclusive of skin care and creativity-driven play” by 2026.
Rini’s launch has already stirred up some reactions from social media users, especially under Shay Mitchell’s Instagram post sharing the announcement where she wrote that Rini’s focus is less about beauty and more about teaching children to take care of themselves. “This has been three years in the making, inspired by my girls, their curiosity, and all the little moments that made me realize how early it starts,” she wrote.
One user asked whether Rini had conducted focus groups with its target audience. Another user said “We’re living in capitalism’s final boss level where a child’s unblemished face is just another ‘untapped market’. Selling a calming face mask so they can relax from…what exactly? Snack time? Existing?”
Several users questioned if the brand was treating young children like adults by developing these products, in the age of “Sephora kids”—a phenomenon that refers to the surge of tweens running to beauty counters to buy products containing active ingredients, such as retinol, which are far too potent and unnecessary for young skin.
Many argue this trend among Gen Alpha is fueled by social media, specifically influencer culture in a world of “get ready with me’s” and lavish holiday wishlists. According to insight tech consultants ATYM, in 2023 alone, Gen Alpha (ages 6-17) spent nearly $4.7 billion on beauty products, per Nielsen data.
Still, some parents may appreciate Rini’s vision of creating a brand that protects children from harsh and unnecessary ingredients while letting them enjoy “spa” moments with their parents. It’s not the only brand building the growing market for children’s personal care products—Evereden, a kid- and teen-focused brand which sells skin care, makeup, and hair care, recently reported nine figures in revenue after launching in 2017.
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Victoria Salves
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