In an increasingly complex world where digital trends collide with age-old parenting debates, a new discussion has emerged at the intersection of celebrity, commerce, and childhood. Actress Shay Mitchell, known for her entrepreneurial ventures, recently launched Rini, a skincare line specifically designed for children as young as three. This move has ignited a passionate conversation online, drawing both fervent criticism and nuanced defense, prompting many to question the fundamental necessity of such products for young, developing skin.
Mitchell’s new company, co-founded with Esther Song, unveiled Rini on November 6, marking it as a brand inspired by the curiosity of her own daughters, six-year-old Atlas and three-year-old Rome. The brand’s name, Rini, a Korean word meaning “children,” hints at its global developmental roots. Its initial offerings included whimsical “everyday” face masks shaped like puppies, unicorns, or pandas, alongside a hydrating hydrogel facial mask and an after-sun hydrogel facial mask.
The co-founders articulate a mission to “nurture healthy habits, spark confidence, and make thoughtfully crafted daily care essentials and play products accessible to every family.” Mitchell further elaborated on her Instagram that the venture, three years in the making, stemmed from observing her girls’ desire to emulate their mother’s beauty routines. She recalled instances of her daughters wanting to use her face masks, which she deemed inappropriate due to their harsh ingredients.
“The ingredients in these masks are crazy. They actually shouldn’t be used for kids at all,” Mitchell stated in a promotional video for Rini, highlighting her motivation to create safer alternatives. The brand’s press release affirms that Rini’s formulas were developed with pediatric chemists and labs in South Korea, adhering to what they call the “rini promise” of transparency, safety, and quality. They claim their products are dermatologist-tested, EU-compliant, hypoallergenic, vegan, and cruelty-free.
However, the launch was immediately met with a torrent of online disapproval. The backlash began even before the formal launch, sparked by an Instagram post on November 5 showing a child using a face mask. Commenters expressed deep disappointment and concern, with one stating, “This feels beyond GRIM,” and another questioning, “Why are we projecting beauty standards onto children now.”
Many critics raised alarm over the marketing of skincare to young children, arguing that such products are simply not needed. Questions like “Their skin needs recovery from what?” flooded comment sections. One Instagram user bluntly declared, “The only face product a child needs is sunscreen, this is wild!” Another commenter articulated a deeper concern, writing, “I’m genuinely concerned by this. kids don’t need hydrogel masks or actives. their skin barrier is already healthy and still developing. this kind of ‘early skincare’ marketing really blurs the line between care and consumerism. do better.”
This burgeoning debate around Rini is not an isolated incident; it’s part of a larger cultural phenomenon. NBC’s Stephanie Gosk explored the rising trend of “skinfluencers” and “Sephora Kids” in a segment on TODAY. Young content creators, some as young as 11-year-old Naiya, are building substantial social media followings by sharing their skincare routines and favorite products. Naiya herself told TODAY that she’s “learned a lot about skin care and makeup” through filming videos and has enjoyed bonding with her mother, Ashley Paige, who encourages parents to engage with their children’s curiosity about skincare.
Yet, the critical question remains: Do children truly need these products? To gain clarity, TODAY.com consulted several dermatologists, whose perspectives shed crucial light on the scientific and psychological implications of child-focused skincare. Their collective insights offer a comprehensive look at what children’s skin actually requires versus what marketing trends suggest.
Dr. Fatima Fahs, a board-certified dermatologist and founder of Dermy Doc Institute, unequivocally states that kids “don’t really need to be using any of these ingredients” found in Rini’s products. She explains that children’s skin is naturally balanced and “not problematic,” with “very healthy and resilient” skin barriers. The ingredients highlighted by Rini, such as aloe vera, vitamin E, white tremella mushroom, beta-glucan, vitamin B12, glycerin, and red algae extract, are largely deemed unnecessary for young skin.
While aloe vera is recognized as a calming ingredient beneficial after sun exposure, Dr. Fahs notes that topical vitamin E, an antioxidant supporting the skin barrier, is not essential. Similarly, she points out that vitamin B12 lacks proven topical benefits and is typically obtained through a child’s diet. The overall consensus from dermatological experts leans heavily against the necessity of such complex formulations for children.
Beyond the ingredients, dermatologists voiced significant concerns about the psychological impact of marketing skincare to young children. Dr. Fahs articulates that pushing the idea that kids’ skin “needs to be fixed” can prematurely highlight imperfections, blurring the lines between genuine self-care and the promotion of consumerism. This approach, she warns, can convey to children that their skin is not inherently perfect.
Another core contention centers on the appropriate age to begin a skincare routine. Rini states its products are for “growing faces (ages 3+) to hydrate, soothe and recover.” However, Dr. Rosemarie Ingleton, a board-certified dermatologist, advises against rushing children into such routines. “At age 3, the only thing I think we should be considering is getting them into a little habit of being clean and just (hygienic),” she states, adding that masks and scrubs are entirely superfluous for young children.
Dermatologists generally agree that preventative skincare products are not necessary until the onset of puberty, typically between ages 8 and 13. Dr. Ingleton recommends waiting “until there is an issue when their skin actually changes.” Dr. Fahs seconds this, suggesting that a routine might be introduced in the pre-teen years when oiliness or minor bumps appear. Even then, the recommendation is simple: a gentle cleanser, a gentle moisturizer, and a broad-spectrum SPF 30 sunscreen.
The potential for harm from introducing too many or unsuitable products to young, delicate skin is another critical concern. Dr. Fahs observes an increase in children presenting with “more reactive skin barriers now or with problems they didn’t have before starting a routine.” She stresses that children’s skin is not merely a smaller version of adult skin; it’s “naturally balanced” and does not require elaborate, multi-step routines.
“Although I’m all for healthy routines and habit building, especially in children, this almost takes it to the next level where it becomes harmful,” Dr. Fahs warns. Her advice for healthy habit building for kids is straightforward: “the number one thing should just be encouraging them to wear a daily sunscreen before going outside to play.” She contrasts marketed “self-care” with genuine childhood well-being, suggesting that for children, self-care means “encouraging them to go outside and play or be with their friends, and it’s not standing in front of the mirror or putting on a sheet mask.”
Other dermatologists echo these warnings. Dr. Brooke Jeffy, a board-certified dermatologist, states that “all a child needs at three is sun protection, a gentle cleanser if dirty and lotion.” She cautions that Rini’s products “can damage a child’s skin barrier through irritation and allergy, healthy body image, the environment and not to mention wallets, all for zero benefit.” Dr. Kristina Collins views the marketing as “off-putting” and the criticisms as “deserved,” highlighting that preschoolers have “literally perfect” skin with “essentially no facial skin issues.”
Dr. Anna Karp agrees, finding Rini “unnecessary.” She emphasizes that children’s skin is naturally healthy and that focus should be on sunscreen and, if needed, a gentle moisturizer for dryness, rather than creating a complex skincare routine. Dr. Gina Maccarone, a triple board-certified cosmetic surgeon, understands the theoretical appeal of fun products but sees no real benefit in adding these skincare items to the market for kids. She is particularly concerned that as children’s skin and immune systems are still maturing, adding sheet masks could easily lead to irritation, allergic reactions, or other problems, especially if unsupervised.
NBC’s Stephanie Gosk, during a live TODAY segment, summarized dermatologists’ advice on what to avoid: harsh ingredients like retinol, fragrance, artificial dyes, and scrubs. Conversely, they recommend seeking products labeled dermatologist-tested, hypoallergenic, calming, and gentle, with ingredients such as oatmeal, aloe vera, and chamomile. The overarching message is to have conversations with children about what they truly need and to remember the power of what they see.
Despite the significant dermatological skepticism and public outcry, some experts and content creators offer a more nuanced perspective. Grace Moen, an aesthetician, while ultimately finding sheet masks for kids unnecessary, does not believe the criticism is “entirely deserved.” She reiterates that gentle cleansing, moisturizing, and sun protection are paramount, and children’s delicate skin can be prone to irritation from improper formulations.
Dr. Mona Foad, a dermatologist, acknowledges the passion surrounding Rini’s launch. She notes that while the idea of young children using sheet masks might seem unnecessary or overly commercialized, it’s also “not unreasonable that kids might want gentle, playful products that make skincare feel fun.” Dr. Foad points to a “cultural shift where skincare is viewed less as beauty and more as self-care,” and suggests these routines could even become “bonding moments” for families. She emphasizes that the critical element is not *whether* kids use them, but *how*.
Some content creators have openly supported the concept, highlighting personal experiences. Daisy Jing, founder of Banish, called Rini a “brilliant idea,” citing her own five-and-a-half-year-old’s interest in skincare. Isabelle Lux, while largely agreeing with the criticism, believes the brand could facilitate healthy discussions about beauty standards within families. She suggests that allowing kids to engage with skincare as fun, in a family context, might help them understand that self-worth is not solely tied to appearance.
This perspective resonates with a ’90s nostalgia where “spa fun” and age-appropriate beauty products, like blueberry-scented body care from Claire’s, were common at sleepovers. One TikTok user commented on Lux’s video, recalling “Skincare and spa treatments were always a part of sleepovers when I was a child,” and suggesting the current climate’s “obsession with anti-aging and heightened beauty standards” unfairly casts Rini in a negative light, rather than the brand itself inherently engaging in problematic marketing.
The global context further complicates the discussion. Rini’s name, derived from the Korean “eorini,” and its South Korean manufacturing, point to the influence of K-Beauty. Anna Lee, a content creator based in South Korea, expressed surprise at the backlash, explaining that skincare routines for children are common in Korea. “For Korean moms, using skincare on kids is not a new or foreign concept,” Lee observed, noting the existence of kid-safe skincare lines in Korea.
Rini claims its products are dermatologist-tested, hypoallergenic, and vegan. Dr. Marisa Garshick, a dermatologist at MDCS Dermatology, acknowledges that while Rini’s ingredients are “not necessarily harsh” and might be safe for occasional use, they are “not necessary for routine use.” She warns that “Too many ingredients, even if not individually harmful, may still contribute to skin irritation and sensitivity.” Dr. Brooke Jeffy further clarifies that while the ingredients themselves might not be inherently damaging, “putting any unnecessary ingredients on a child’s more sensitive skin is the problem and just exposes them to increased risk of irritation and allergic reaction.”
Moreover, Dr. Jeffy highlighted an environmental concern with single-use masks and a potential implication from the “after-sun” mask. She points out that the brand implies “excessive sun exposure is acceptable” without sufficient emphasis on photo-protection, a critical oversight given that childhood sunburns significantly increase the risk of skin cancer later in life.
In essence, the launch of Shay Mitchell’s Rini encapsulates a multifaceted debate. On one side are the medical experts advocating for simplicity and minimal intervention, prioritizing the natural resilience of children’s skin and warning against potential physical and psychological harms of premature beauty standards. On the other, the brand and some supporters articulate a vision of playful self-care, healthy habit building, and family bonding, resonating with a cultural shift towards wellness and tapping into children’s inherent curiosity. This intricate conversation underscores the challenge of navigating the burgeoning children’s market while safeguarding their well-being in an era defined by constant social media influence and ever-evolving consumer expectations.
Ultimately, as parents and consumers weigh these diverse perspectives, the advice from the vast majority of dermatological experts remains consistent: less is often more. For the vibrant, developing skin of a child, the most beneficial “routine” involves gentle hygiene, robust sun protection, and above all, the freedom to play, explore, and simply be children, unburdened by the complexities of adult beauty regimens. True self-care for young ones, it seems, lies not in sheet masks, but in healthy habits that foster joy, confidence, and a natural appreciation for their perfectly healthy, growing selves.
