Shay Mitchell is facing backlash for her latest business venture Rinia skin care line designed for children. November 6, Evil tycoon and Pretty Little Liars star has launched a new line of sheet masks for tiny faces, including two jelly masks for hydration and after-sun care, as well as “everyday” masks featuring three animal faces.
“We created Rini because we wanted products that were gentle, durable, and creatively inspiring, powered by Korean innovation.” Mitchell wrote to brand mission statement along with co-founders Esther Song and Matt Babel, Mitchell's longtime partner. “Rini is where skin care meets play, a world where kids can dream, transform and explore with dermatologist-tested products that parents trust. Our mission is simple: develop healthy habits, inspire confidence and make thoughtfully designed daily care essentials and play products accessible to every family.”
When Mitchell first introduced the product on Instagram to a glossy editorial photo of a little girl wearing a pink jelly mask, the reaction was loud and overwhelmingly negative. “I'm struggling to find the right words to express how disappointing and dark this is 💔” commented Sarah Adams (ur.@mom.uncharted), an anti-child exploitation activist known on social media. Another wrote“It's paving the way for future adults with serious body image issues. Not good.”
But what exactly is all this outrage and what else do you need to know? Here's the TL;DR.
Give me the TL;DR.
Shay Mitchell is facing backlash for launching a new skincare line aimed at children. The brand is called Rinicolloquial term for “children” in Korean.
Wait, I need more. What's the background here?
There was a boom last yearSephora Kids“—that is, kids obsessed with skincare brands like Drunk Elephant, Summer Fridays and Laneige. Some parents were concerned about their children using skin care products intended for adults, especially products containing active ingredients that could potentially irritate young skin.
Mitchell isn't the first to launch a skincare brand aimed at kids, with brands like TBH Kids, Ryle, And from ever have created products to help meet this new demand in a safe and responsible way.
Reenie Mitchell was inspired by her own daughters. “My girls always saw me with [masks on]especially when you’re getting ready for your next makeup look,” she said. Elle brand inspiration. “They would just come into the bathroom and look at me in the mirror and say, ‘Can I use this? What is this?” I'll even pass them some deodorant—with a cap, of course—just so they feel like they can be part of my routine. I also want them to know that for me, skin care is about creating healthy habits and taking time for self-care is important.”
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According to Rini press releaseThe formulas were developed in “collaboration with leading pediatric chemists and laboratories in South Korea,” adding that “Rini offers dermatologist-tested products designed to inspire curiosity and confidence while supporting healthy habits from an early age.”
What age is recommended for Rini?
On the website general FAQ pageReenie teases upcoming “bath essentials” that are “generally recommended for children ages 2 and up.”
