The Internet Thinks Shay Mitchell’s Toddler Skincare Brand Rini Is A Bad Idea. Does The Beauty Industry Agree?

Actress Shay Mitchell, alongside her boyfriend Matte Babel and close friend Esther Song, launched Rini, a skincare brand directed at children 4 to 12 years old, but designed for them starting as young as 2 years old, according to its FAQ page, last week. The internet promptly had a collective freakout.

Although a number of brands aimed at kids such as influencer Salish Matter’s Sincerely Yours, Saint Crewe, Yes Day and Erly have launched since the Sephora kids phenomenon exploded in 2023, with teens and tweens rushing to Sephora for adult-oriented brands like Drunk Elephant and Glow Recipe, Rini’s super young demographic target struck a nerve. Commenters flocked to the brand’s Instagram feed to blast it for selling beauty products to kids whose beauty needs don’t go beyond sunscreen. Others complained its single-use sheet masks are environmentally destructive.

Still, not everyone is a critic. Casey Lewis, the journalist and cultural analyst behind the Substack “After School,” came to the defense of the brand and its sheet masks on TikTok. “They’re cute. I also think they’re harmless,” she says. “Shay positions it as something kids can do when their mom is doing a face mask herself. Ok, it’s just like a cute ritual that you can do together.” She adds, “Do kids need face masks? Of course not. Do kids want face masks because their moms are doing face masks? Yes.”

Lewis commends Rini’s prices as well. The brand, which gets its name from the Korean word for “kiddo,” is kicking off with the $6.99 Hydrating Hydrogel Mask, $6.99 After Sun Hydrogel Mask and $5.99 Everyday Face Sheet Mask, which comes in puppy, unicorn and panda styles. The products are formulated in South Korea with ingredients like vitamin B12, aloe, vitamin E, coconut oil and cica chosen specifically for young skin. Foaming body wash, daily barrier cream and healing ointment are in the pipeline, according to an article on the brand in Women’s Wear Daily.

Curious what beauty industry insiders, including founders of tween-focused skincare brands, think about the Rini uproar, for the latest edition of our ongoing series posing questions relevant to the beauty industry, we asked 11 beauty brand founders and consultants the following: What do you think about Rini’s approach and target demographic? Is the backlash is warranted?

Rebecca Bartlett Principal and Creative Director, Bartlett Brands

I see both sides. But since the internet has done a stellar job dissecting everything wrong with the Rini launch (and society at large), let’s take a moment to look at what’s right about it.

Speaking as both a parent of a 6- and 9-year-old and as the principal and ECD of Bartlett Brands, the same studio that just developed and launched Yes Day, a brand built for tweens and teens, here’s my take:

Kids have always “played beauty,” and they won’t be stopping anytime soon. And beauty has always included toxic, unachievable ideals. We watched our moms struggle to measure up. When our kids watch us, we can flip the narrative to feeling confident and powerful, not trying to be anyone else or chase impossible standards.

On to sheet masks. Skincare can mirror the larger evolution of wellness, from a self-improvement grind to a generational bonding ritual. With anxiety rates among kids and teens at record highs, rituals that focus on feeling good (over looking good) can be grounding and positive.

Now, let’s talk about the marketing. The arresting hero image—a small child in a pink hydrogel mask—was shocking. It looked like a biotech anti-aging treatment…on a preschooler. But that’s precisely why it went viral. It stopped everyone mid-scroll. Parents gasped, the internet fumed, and the brand got its moment. Provocative is effective.

Show that same image to your kid. Mine said, “That looks fun and satisfying.” She has no idea what the point of it is even after reviewing the site thoroughly because kids don’t read. She likes cold, gooey textures and putting it on her face would feel good. They’re not thinking “benefits,” they’re thinking sensory play.

Rini won’t single-handedly ruin society. But if they’re smart, they’ll use their platform to invite parents in, empowering them to turn the shared mask moment into a teachable moment. To talk about why we care for our skin, our bodies and ourselves. To prepare them for a lifetime of (sadly) unavoidable marketing. To think of skincare as love, not as a fix.

Alexis Forbes-Moorehead Founder and CEO, Little Curlies

As a cosmetic chemist, founder of a children’s haircare brand and most importantly a mother, I believe brands targeting kids as young as four should move thoughtfully and responsibly. Children’s skin and scalp are still developing and are far more delicate than adults’. Introducing skincare too early, especially products containing unnecessary actives or fragrances, can do more harm than good, both physically and psychologically.

While it’s encouraging to see conversations around self-care reaching younger audiences, there’s a major difference between teaching hygiene and fueling hyperconsumerism. When skincare becomes a status symbol, it sends the message that beauty and self-worth are something to be purchased or perfected, and that’s a dangerous precedent to set so early in life.

As a brand owner serving children, I believe our responsibility is to protect and not profit from their developing sense of identity. Kids should be learning about confidence, curiosity and self-expression, not comparison or consumption.

The backlash toward Rini reflects a growing unease with how the beauty industry is marketing to children, often blurring the line between wellness and vanity. There’s absolutely a place for gentle, dermatologist-tested products that address real skin or scalp sensitivities, but these should be rooted in necessity, not trend.

Ashley Magovern Founder and Dermatologist, Fawn

As an entrepreneur myself, I love seeing creative ideas come to life, and I think this line is genuinely adorable. I always support a fellow founder and creative spirit. It takes a lot of courage and heart to bring something new into the world. Anything that gets kids curious about self-care and healthy habits can be a positive thing.

But I think what’s striking people isn’t so much the ingredients, it’s that cultural shift where kids are starting to do more "adult-like" things. Masks, routines and skincare rituals can easily start to feel a little too grown-up.

From a dermatologist’s perspective, most kids’ skin just doesn’t need masks. Their barrier is naturally strong, balanced and far less in need of active treatments. A gentle cleanser, a light moisturizer and sunscreen are really all that’s necessary. Masks can certainly be fun—more like playtime than a prescription—but they shouldn’t become part of a “routine.”

Ingredient-wise, there are lots of positives: hydrating glycerin, soothing aloe and calming allantoin. The flip side is a long list of botanicals and pigments, which can sometimes irritate young skin. But, honestly, many baby and kids’ skincare products on the market are filled with similar ingredients. If you start reading labels, you’ll see it everywhere.

So, overall, I think it’s a really cute and creative idea. As long as it’s about fun, imagination and feeling good—not flaw-fixing—I’m all for it. Let’s just remember: kids’ skin doesn’t need to do the same things ours does. Gentle, simple and playful wins every time.

Jemila Alharazim Founder and CEO, Ocean Olive

Children between the ages of 4 and 12 only need the basics: a gentle cleanser, a moisturizer and a broad-spectrum sunscreen. Their skin is naturally resilient and youthful, it doesn’t require complex regimens or specialty treatments, much less hydrogel face masks.

At this stage of life, kids should be focused on play, discovery and being outdoors and not on maintaining a “skincare routine.” When we introduce unnecessary products too early, we risk shifting the focus from healthy habits to appearance.

The backlash Rini has received is understandable. Campaigns like this can blur the lines for parents who are simply trying to make the right choices for their children’s skin. As professionals and brands, we have a responsibility to keep skincare simple, safe and age-appropriate.

Cierra Sherwin Founder and CEO, First Production Beauty

I don’t think the proposition of Rini came from a malicious place. Anyone with children knows they love to imitate what you do, and kids have been playing with makeup since the dawn of time. However, the campaign imagery and messaging directed toward very young children, including toddlers, is where they stepped on a landmine.

There are other brands such as Evereden, Coterie and Erly that successfully target children and parents with safe, thoughtful products without sparking the same level of backlash. The difference here lies in execution: the campaign’s tone and visuals felt out of touch, and many consumers interpreted them as a predatory marketing tactic, one that positions even the youngest children as a new audience to “fix” with a face mask.

Brooke Jeffy Founder and Dermatologist, Btwn

This launch exemplifies peak unnecessary consumerism by marketing a product that is not necessary at any age, specifically to a group that certainly does not want or need it and may actually harm them, toddlers. A healthy child’s skin is already perfect and is more sensitive than adult skin. All it needs is sunscreen, a gentle cleanser when dirty and maybe a moisturizer. Introducing the idea of a mask as part of this routine only increases the chances of causing irritation and allergy for absolutely no reason.

Regarding the “after-sun” mask, implying that it is OK to let your child get too much sun and just treat it with this is disturbing. Unless a brand is preaching sun protection and gentle products for healthy young skin, a consumer should run. Not to mention the negative emotional impact of teaching our kids they need improvement in their physical appearance as a toddler.

Masks like these are unnecessary and only likely to cause harm. Toddlers don’t need hydrating everyday facial masks or those that imply sun exposure is ok. I think, if they had created this product for teens and tweens, it would have gone over better. Don’t get me wrong, it's still an unnecessary product, but for older kids the cat is out of the bag, they want and are buying skincare anyway. And what about the timing? Much of the country is struggling, yet a toddler needs an everyday sheet mask that is $6?

Risa Barash Founder, TBH Kids and Fairy Tales Hair Care

As a female founder, I support women entrepreneurs and hope Shay and Esther can take some time to reflect on the response and pivot to come back even stronger. I founded TBH Kids for tweens who are ready to start learning about healthy habits or may even need basic skin care. Tweens do have some skincare needs, but they don't need much, the basics are items like our Gentle Face Cleanser and Face Moisturizer. These products can help with things like gently cleaning skin after a day of play or PE class and with concerns like pre-teen acne. It’s meant to address basic needs and help build habits of washing and moisturizing your face.

As a mom of two, I think a 4-year-old child is way too young to be putting anything on their faces. Their skin is so sensitive and delicate, and at that age, they shouldn’t even understand what skincare is. There are ways to launch fun personal care products for kids. We recently launched a Sugar Cookie Lip Balm and Cotton Candy Lip Balm. These products are fun for kiddos, can help increase their confidence and make great holiday gifts from parents and grandparents, or even from tweens to their friends.

I can respect Rini’s philosophy of keeping kids’ skincare free from harmful ingredients, as we pride ourselves on having always used safe and natural good-for-you ingredients that are free of harsh chemicals, parabens, sulfates, phthalates and are soy-, nut-, dairy- and gluten-free. This is the most important piece of any skincare accessible to children, as seen when the “Sephora kids” flocked to the Drunk Elephant brand, whose products include retinol and salicylic acid, which can actually be harmful to young skin.

Sabrina Yavil Founder, Gryme

This launch is disappointing because, while it brings attention to the growing interest and need for products made specifically for children, it completely misses the mark. The kids skincare category is still very niche, and children with healthy, developing skin deserve more thoughtful options.

Instead of creating a simple, gentle line appropriate for kids, Rini introduced facial masks, products that are not only unnecessary for young skin, but that also feel a bit kitschy and encourage children to adopt adult beauty habits too soon. What kids truly need is straightforward care: a mild cleanser and daily sunscreen, nothing more.

That said, the criticism feels somewhat selective. There’s been little outrage over the countless products already marketed to kids that are packed with fragrance, synthetic dyes and questionable ingredients. The reality is, there are very few options for children, and most of what’s available isn’t really serving them. If we’re going to scrutinize one brand’s approach, this is also a good time to take a hard look at what’s already on shelves. If the reaction to Rini says anything, it’s that parents want better for our kids, and that conversation should extend far beyond this one launch.

As the founder of Gryme, I see this as a reminder that kids skincare and personal care need more attention and innovation. Even with new brands entering the space, most are still focused on girls, leaving boys, who make up half of gen alpha, largely overlooked. They deserve the same access to safe, simple, age-appropriate products made with their needs in mind.

Melissa Hibbert President and CEO, Beauty Founder's Agency and Emerge Beauty Innovation Studio

As a strategic consultant in the beauty and personal care sector, I’ve spent years navigating the explosive growth in this space, where market projections show the global kids’ grooming segment alone poised to hit $20 billion by 2030, driven by millennial and gen Z parents who prioritize “clean” and playful self-care from an early age.

Yet, as a mother to an 8-year-old daughter who’s already curating her own “skincare routine” with gentle cleansers, moisturizers, oils and lip balms (much to my amused fascination), I approach launches like Rini with a blend of professional curiosity and deeply personal caution.

Shay Mitchell’s Rini strikes me as a savvy, forward-thinking entry into this niche rooted in Korean-inspired hydrogel masks that emphasize fun, affordability (those $6 price points are a smart democratizer) and simplicity, without the aggressive actives that dominate adult lines.

Partnering with Esther Song and Matte Babel to target ages 4 to 12 feels like a calculated nod to gen alpha’s precocious engagement with beauty. I’ve seen firsthand how my daughter’s peers devour TikTok tutorials on “glow-ups” and turns bath time into a full spa ritual. This demographic isn’t just receptive, they’re demanding products that feel empowering rather than prescriptive, and Rini’s playful packaging (panda motifs? adorable) could foster positive habits around hydration and sun protection, which dermatologists universally endorse as foundational even for young skin.

In a market flooded with adult-skewed indulgences, this feels like a genuine opportunity to build lifelong loyalty by starting conversations early, provided the formulations stay ultra-mild and free of irritants like retinols or acids.

That said, the online backlash—much of it centered on accusations of “dystopian” commercialization and shoving beauty standards onto “toddlers”—carries some weight, particularly if we’re interpreting the lower end of that age range (some reports suggest as young as 3) too literally.

Toddlers, in my view, are unequivocally too young for anything beyond a basic soap-and-water ethos. Their skin’s barrier is still developing and introducing even the gentlest “ritual” risks normalizing the idea that appearance needs constant tweaking before they’ve even mastered tying their shoes.

I’ve fielded enough parent forums and focus groups to know this taps into broader anxieties about over-sexualization and eco-waste (those single-use masks aren’t helping the sustainability narrative). The outcry is warranted as a cultural gut check, reminding brands like Rini to lead with education, perhaps through parent guides or pediatric endorsements, to counter the “let kids be kids” chorus.

Ultimately, though, I don’t see Rini as the villain here. It’s a symptom of a larger shift where kids’ agency in self-care is accelerating faster than our collective comfort allows. If Mitchell’s team doubles down on transparency and safety (early buzz suggests they have, with B12-vitamin boosts over harsh chemicals), this could pioneer a healthier dialogue rather than fuel the fire. If the brand stays committed to ultra-mild formulas and clear safety messaging, it could help normalize healthy habits rather than vanity. My own daughter would probably beg to try the panda masks.

Kelly Atterton Founder, Rile

Launching a brand is hard enough without a government shutdown, when skincare for little kids might sound tone-deaf.

That said, they knew launching with a face mask for 4 year olds would spark backlash—and attention. If they’d started with a gentle cleanser or something more playful like face paints, we wouldn't be talking about them.

The good-faith take is that kids want to copy their moms, and moms like bonding time. But skincare shouldn’t be a toy or a game of self-examination played in front of a mirror. Most little kids have perfect skin, the kind us adults are chasing. There is a right time to learn good skin and hygiene habits. Most carpool parents will tell you it starts around 10, not at age 4.

Naomi Emiko Co-Founder, TNGE

Rini sits at the crossroads of two powerful yet volatile forces: the normalization of wellness rituals in early life, and the backlash against the adultification of childhood. The product form is a sheet mask, an object culturally coded as “beauty” and “perfection,” inevitably triggering deeper anxieties around vanity, consumerism and the erosion of innocence.

Yes, one could view it as, this is a fun bonding moment between parents and their children. But it's hard to overlook what it really comes across as which is selling beauty insecurity to children.

The backlash, therefore, is less about who Rini is targeting and more about what their product offering symbolizes. In an era hyper-aware of how beauty marketing shapes identity, any brand speaking to children has to prove it is nurturing confidence, not creating need.

In short, the market opportunity is real, but so is the cultural sensitivity. Rini isn’t being canceled for existing, it’s being pushed to clarify its intention. That’s a strategic moment every brand in the “next-gen self-care” space should be watching closely.

If you have a question you'd like Beauty Independent to ask beauty brand founders and consultants, send it to editor@beautyindependent.com.