Shay Mitchell Is Launching Skin Care for 3-Year-Olds
Forget about Sephora tweens — have you heard about Sephora toddlers? Apparently Shay Mitchell has. On Thursday, the Béis founder announced that she’s entering another market by launching a skin-care brand for children. Rini, a name derived from a Korean word for “child,” calls itself “a new kid-first brand where skincare and play meet innovation,” according to a press release. Mitchell’s “longtime friends and parents” Esther Song and Matte Babel are also founders.
In an interview with Elle, the luggage-brand CEO said the idea struck when she couldn’t figure out how to remove her daughter’s face paint after dance camp. “We’re paper-toweling her face with water to try and get it off. I don’t know what was in this paint, but it stayed on — that stuff, it was really, really strong,” she said. I would imagine micellar water might have helped, but apparently the incident inspired Mitchell to create a brand for kids ages 3 and up.
Song and Mitchell dived further into the inspiration for the brand in an introductory video on Instagram. “They are always wanting to do the things that Mommy is doing. And then Atlas one day was kind of like, ‘Wait, where’s mine?,’ and I tried to find her a sheet mask online, and the ingredients in these masks are crazy,” Mitchell said of her elder daughter. “They actually shouldn’t be used for kids at all.”
The initial launch includes three products ranging from $5.99 to $6.99 (a nice price for Rini’s target customers, who are too young to have their own jobs). Right now, you can buy a hydrogel mask in two formulas — hydrating and after-sun — and an everyday sheet mask in puppy, unicorn, and panda designs from Rini’s website. According to the Instagram promo, the company will also be launching a barrier-repair cream and a foaming bodywash sometime in the future.
While the idea of encouraging kids to get into skin care so early in life might sound bleak, a lot of parents in the comments section seem amped to get their hands on the products. A few, though, are less than enthused. “Why do kids need face masks?” one asked. A different commenter on Mitchell’s page called the line “capitalism’s final boss.” At least these sheet masks are more affordable than a Labubu?
Related