‘Pretty Little Liars’ Star Shay Mitchell Launches Her Skincare Line ‘Rini’ for Kids, Fans Call It ‘Insane’

Shay Mitchell is a renowned Canadian actress and entrepreneur who recently launched her new skincare line ‘Rini’ with Esther Song. The brand is inspired by K-beauty and crafted specially for kids. No sooner did she reveal the brand than the announcement took a not-so-pretty turn. The audience called it an ‘insane’ launch, whereas some requested to let them be children.

The Hollywood star’s skincare line for kids currently features five products, including a hydrogel facial mask, an after-sun facial mask, and an everyday sheet mask. Within a few hours, the Instagram post’s comment section was flooded with a tremendous amount of backlash from the netizens. The personality has been accused of promoting unrealistic beauty standards among four-year-old kids.

Shay Mitchell and Esther Song’s Skincare Brand ‘Rini’

On November 6, 2025, the 38-year-old unveiled her three-year-long secret of Rini. The products and the brand do not aim to sell beauty products for children, but rather teach them that taking care of themselves can be fun, gentle, and safe. One of her products included an aloe vera recovery mask born from a spring break moment in Mexico when one of the girls got too much sun. 

Mitchell stated, “It’s about making it fun. Are we using it for firming and tightening? Absolutely not, those aren’t the words we use around kids.” According to a press release from Rini, all the products have been clinically tested and undergone toxicity risk assessments, overseen by a dedicated regulatory team and a paediatric toxicologist. The founders just want to reduce the pain parents face while caring for their children’s skin. Additionally, the brand aims to create special bonding moments between mothers and their kids.

It seems that things didn’t turn out her way. Mitchell faced backlash for promoting the idea of introducing kids to face masks and similar skincare routines at such a tender age. One of the users commented on her Instagram post, saying, “Even if the intention is good, kids really don’t need skincare. It’s just another business move dressed up as something ‘cute’ or ‘innovative.’ Let them be kids. Not mini consumers.”  Another one said, “I’m deeply disappointed. Why are we projecting beauty standards onto children now?”  The Dollface and You alum is yet to respond to the backlash.