Skin care products for kids? Shay Mitchell’s line of cosmetics for children receives brutal online backlash
The actress has launched her own brand of skincare products that have raised criticism from many.
Shay Mitchell, the actress best known from Pretty Little Liars, recently launched a skin care brand for children called Rini — and it hasn’t been met with universal praise. The concept: toddler-friendly, gentle face masks in fun animal designs, “just for self-care and comfort,” according to Mitchell. I’ll let you make up your own mind.
Rini’s first range, released on November 6, includes sheet masks shaped like panda, puppy, and unicorn faces, as well as hydrating hydrogel masks, including an after-sun version. The formulas, Mitchell says, were developed in collaboration with chemists, and are dermatologist-tested and free from harsh chemicals.
The products are marketed for children aged four and up.
There’s something uncomfortable to me about seeing a new skincare brand that aims specifically at children from the age of THREE (launched by actress Shay Mitchell)
— Dr Ju (@juliaisobela) November 10, 2025
Small children do not need these products pic.twitter.com/dImEOgarKq
“We moisturise, we comfort their skin as newborns. This is the same thing”
In an interview with Today with Jenna & Friends, Mitchell said: “I was a little surprised. I think anything that involves kids, there should be a conversation around it. I have a lot of questions, as I’m sure you both do, when anything that involves our kids, with what they eat, with what they put on their skin. I didn’t think this would be any different.”
“Skin care starts from birth,” added Mitchell. “We moisturise, we soothe, we comfort their skin as newborns. This is the same thing, it’s just in a different format that’s more fun and I feel very age-appropriate. This is coming down to it not being a beauty thing. Kids don’t look at [face] masks and think about fixing [their appearance], they think about it being a cooling sensation and a shared moment.”
However, the wider public are not convinced. “Attempting to act like you’re providing safe alternatives when you’re inherently a company seeking to leverage children’s natural curiosity into consumption core and creating an industry for them is the problem,” one Instagram user wrote.
shay mitchell must be out of her fucking mind if she’s actually selling skincare products to CHILDREN like it’s bad enough that people in their 20s are already scared to death of aging and doing 20 step skincare routines because of it but KIDS?? ARE YOU ACTUALLY FUCKING CRAZY
— diana (@reginalinettis) November 12, 2025
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On Reddit, the comments were equally as incredulous: “I’m at a loss for words at this point. Why on earth do children need FACE MASKS? I’m so sick of these out of touch influencer celebrities. I still have faith in humanity as it seems there is a lot of negativity in the comments already on instagram. But wow.”
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