Shay Mitchell Launches Rini Skincare for Kids, Sparking Industry Debate

Shay Mitchell has officially entered the children’s beauty market. The “Pretty Little Liars” star unveiled her new brand, Rini, on November 6. This launch marks a significant pivot into the kids skincare industry. It is already generating widespread discussion among parents and fans.

The brand was inspired by Mitchell’s own daughters and their curiosity about self-care. This venture follows the massive success of her travel company, Béis.

Rini Brand Focuses on Safe, Fun Self-Care for Children

Mitchell announced Rini in a detailed Instagram post. She revealed the project was three years in the making. The brand is directly inspired by her two young daughters, Atlas and Rome.

She stated the line is not about traditional beauty standards. Instead, Rini aims to teach kids that self-care can be fun and gentle. The goal is to provide safe products that parents can trust.

The first product is a Korean-developed aloe vera recovery mask. Its creation was prompted by a real-life moment. Mitchell needed a clean, effective solution after her daughter got too much sun.

Mixed Reactions Follow the Kids Skincare Announcement

Mitchell’s business acumen is well-established. Her travel brand, Béis, reportedly generated $200 million in revenue last year according to Forbes. This new venture represents her first major move into the beauty sector.

Public response to Rini has been sharply divided. Some social media users questioned the message it sends to young children. They argued that kids do not need dedicated skincare products.

Other fans expressed immediate support and excitement. Many shared fond memories of bonding with their own mothers over similar rituals. They see it as a positive way to create shared moments.

The company’s official stance emphasizes embracing natural childhood curiosity. They believe these products can foster connection between parents and children.

The launch of Rini underscores a growing trend of celebrity-led brands targeting the youth market. This move into kids skincare is poised to reshape conversations about childhood, self-care, and consumerism for a new generation.

Info at your fingertips

What is the first product from Shay Mitchell’s Rini brand?

The first product is an aloe vera recovery mask. It was designed to be gentle and safe for children’s skin. The inspiration came from a real need to soothe sun exposure.

Why are some people critical of the Rini brand?

Critics worry it promotes beauty routines to children too early. They feel kids do not need specialized skincare products. The debate centers on the message it sends to young girls.

How successful is Shay Mitchell’s other business, Béis?

Béis is a major success in the travel gear market. Reports from Forbes indicate it earned $200 million in revenue during 2023. This established Mitchell as a serious business founder.

What does the name “Rini” mean?

The name “Rini” is a Korean slang term for children. This reflects the brand’s inspiration from Korean skincare philosophies. It highlights a focus on gentle, effective ingredients.

Who is Shay Mitchell’s business partner for Rini?

Mitchell co-founded the brand with Esther Song. Together, they developed the concept over three years. Their partnership focuses on creating clean, trusted products for kids.