‘Pretty Little Liars’ star and entrepreneur Shay Mitchell is under the spotlight again, but this time for something off-screen. The actress has launched a skincare line specifically designed for children called ‘Rini.’ While Mitchell describes Rini as a brand that promotes self-care, not beauty, some are not happy with a skincare line for kids. The internet was quick to split into two camps. Here are more deets.
Actress Shay Mitchell took to Instagram to announce her new skincare brand, Rini, for kids. While children already use SPF, creams, lip balms and healing ointments, especially in dry or sun-prone climates, this is to help them use safer products.
Taking to Instagram, Mitchell wrote, “So excited (and honestly, so relieved) that I can finally talk about rini. This has been three years in the making, inspired by my girls, their curiosity, and all the little moments that made me realise 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.”
Her post further read, “Our first product, the aloe vera recovery mask, actually came from a spring break moment in Mexico when one of the girls got too much sun and needed some extra TLC. I wanted something that worked, but was still clean enough for my kids and now it’s finally here. Kids are naturally curious and instead of ignoring that, we can embrace it. With safe, gentle products parents can trust, and sweet moments that bring us closer.”
But the opposing side raises a louder, more uncomfortable question: Are we packaging beauty standards in pastel colours and calling it self-care? Critics worry that introducing multi-step skincare—or even the idea of “needing” a face mask—can make kids hyper-aware and make them competitive from a young age. What begins as innocent fun might silently evolve into comparison, insecurity and the belief that beauty rituals equal validation.
So, where do we draw the line between healthy habits and early conditioning?
