Canadian actress and entrepreneur Shay Mitchell is facing backlash after releasing a skincare line for kids.
Last week, the Mississauga native launched Rini, a skincare brand for children that’s “consciously crafted” in Korea.
“Our mission is simple: to nurture healthy habits, spark confidence, and make thoughtfully crafted daily care essentials and play products accessible to every family,” reads the site.
So far, the brand has released five face products: two hydrogel face masks and three sheet masks.
In a post on Nov. 7, Mitchell said the skincare line was inspired by her two daughters and has been three years in the making.
“From birthday parties and face paint to wanting to do ‘what mommy does’ with her face masks… it was only a matter of time,” she wrote.
“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.”
Unfortunately, the launch of the skincare line wasn’t received well online, with many calling it “tone-deaf.”
“I struggle to find the right words to articulate how disappointing and dystopian this is 💔,” reads one comment on Mitchell’s initial announcement post for the brand.
“This is just very, very, very strange,” added another.
“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),” reads a post on X.
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)
Small children do not need these products pic.twitter.com/dImEOgarKq
— Dr Ju (@juliaisobela) November 10, 2025
The general consensus from critics online seems to be that the skincare line is “sending the wrong message” to children, upholding unrealistic beauty standards, and promoting “unnecessary” and “harmful” products for “developing skin.”
“Please explain to me why literal toddlers need face masks and skin care and to be sitting in front of a makeup mirror looking at themselves? They should be playing and getting dirty and not caring what their skin looks like at that age,” someone commented on Mitchell’s Instagram post.
The Rini Instagram page has also been flooded with comments.
“Healing serum? Barrier cream? What five-year-old or even 15-year-old needs these products?” wrote one person under the brand’s first post.
While a majority of the comments share their frustrations with the new brand, there are some who don’t find it problematic.
“Am I the only one that doesn’t think the Shay Mitchell children face masks are that bad? They truly look harmless to me, like they are aloe vera masks, mostly harmless stuff,” reads the post.
Am I the only one that doesn’t think the Shay Mitchell children face masks are that bad? They truly look harmless to me like they are aloe vera masks mostly harmless stuff……… lots of little kids look what their mommy is doing………. Better this than adults stuff…… pic.twitter.com/6tzdWinoSJ
— sofie (@sofiliciouus) November 7, 2025
This isn’t the first time the Beis founder has been in the hot seat. Last year, Mitchell was called out for “denying her Filipino heritage” in a viral clip.
Daily Hive has reached out to Rini for comment.
What do you think of the kids skincare line? Let us know in the comments.
