Hold On, Shay Mitchell Launched A Skincare Line… For Kids?

Shay Mitchell is probably best known for her role in Pretty Little Liars, her viral TikTok content and most recently, *checks notes* for launching a skincare line aimed at children?

Yep, the actor, creator, and mother this month announced her latest business venture – a Korean skincare brand called Rini, aimed exclusively at children.

“So excited (and honestly, so relieved) that I can finally talk about rini,” she said on Instagram.

“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. From birthday parties and face paint to wanting to do ‘what mommy does’ with her face masks… it was only a matter of time.

“Rini isn’t about beauty it’s about self-care. About teaching our kids that taking care of themselves can be fun, gentle, and safe.”

 

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A post shared by Shay Mitchell (@shaymitchell)

So far, the brand has announced one product: a fragrance free sheet mask with vitamin E, that the brand says has been dermatologically tested and is safe for young skin. The mask comes in three styles – unicorn, panda, and puppy.

Naturally, Rini’s announcement has caused a bit of a stir – particularly in the parenting community, most of whom are adamant that children shouldn’t be wearing face masks, or worrying about their skin in general.

The past few years has already seen a considerable increase in skincare in younger generations – particularly in teens and younger.

Where five-step routines and actives were once reserved for those looking to undo years of damage, it appears now that the skincare industry is profiting from those who need it least. Or even, not at all.

 

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A post shared by Shay Mitchell (@shaymitchell)

Mitchell’s new range is aimed at children as young as three , and although the ingredients may be deemed ‘safe’ for skin so young, it’s not just the products themselves that parents are concerned about… it’s the idea that marketing a skincare line towards children may soon be considered normal.

Sure, kids always want to do what their parents are doing. Yes, like makeup brands of the 90s and noughties, there may very well be a gap in the market for a skincare product giving children to opportunity to explore and play with ‘adult things.’

But should there be? Is this something that we really need? Is it not easier to simply tell a child, ‘maybe when you’re older!’ rather than providing with them with a product they probably shouldn’t be using?

Later, Shay said on Instagram Stories that she was inspired to create Rini after seeing the ingredients used in sheet masks in general.

“I tried to find [my daughter] a sheet mask online, and the ingredients in these masks are crazy,” she said. “They actually shouldn’t be used for kids at all.”

You said it, girl.