Dermatologist Marisa Garshick said the ingredients in Rini’s face masks are not harsh, but too many ingredients on young skin can lead to irritation and sensitivity.

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“Pretty Little Liars” star Shay Mitchell is receiving mixed feedback from parents after releasing a skincare line for children.

Mitchell, known for playing Emily Fields in “Pretty Little Liars,” launched Rini on Nov. 6. The line features face masks for youth aged 4 and up, which she says meets a growing demand of interest in skincare among children.

“So excited (and honestly, so relieved) that I can finally talk about Rini,” Mitchell, a mother of a 6-year-old and 3-year-old, said in an Instagram post introducing the brand. “Kids are naturally curious and instead of ignoring that, we can embrace it.”

However, the launch also comes at a time when parents, dermatologists and lawmakers are expressing caution about children’s use of adult-like products.

In 2024, the “Sephora Kids” trend gained traction on social media, featuring children running through Sephora aisles, shopping for skincare products to try out at home. The number of young creators sharing beauty routines has skyrocketed over the past year.

But not everyone is embracing the idea of skincare for kids.

One Instagram user commented on Mitchell’s post saying kids don’t need “to be sitting in front of a makeup mirror looking at themselves.”

“They should have playing and getting dirty and not caring what their skin looks like at that age. Sigh. This just seems so unnecessary.”

What are the Rini face masks for?

Upon its launch, Rini offers five face masks for children. Here’s a look at how the products are marketed:

• Hydrating Hydrogel Facial Mask: Pink, shimmery two-piece jelly mask intended to “hydrate, strengthen and soothe” skin ($6.99)
• After-Sun Hydrogel Facial Mask: Green, shimmery two-piece jelly mask infused with aloe vera and chamomile to “calm, soothe and help skin recover from sun, environmental and post-play stress” ($6.99)
• Everyday Facial Sheet Masks: 100% cotton masks shaped as a panda, dog and unicorn, used to “hydrate, strengthen and soothe” skin ($5.99)

What are the Rini face masks made of?

Take a look at the ingredient lists for each of the face masks below.

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What are people saying about Rini?

Marisa Garshick, a dermatologist at MDCS Dermatology: Medical Dermatology and Cosmetic Surgery in New York, told USA TODAY that while it is good to acknowledge the importance of skincare, even at a young age, young children don’t need to use face masks. A gentle cleanser, moisturizer and sunscreen are all they need, she said.

California dermatologist Dr. Sam Ellis took to TikTok to share her frustrations with Rini.

“As a parent of an almost 4-year-old, I just think about, what do I want my kid focusing on at this stage in their life? For not one second do I really want them thinking about the quality of their skin or even taking care of their skin,” Ellis said in her video.

In another TikTok video, creator Ally Nelson described Rini’s marketing materials as “dystopian,” wishing the team used a more “playful, joyful approach.”

USA TODAY has reached out to reps for Mitchell about the backlash but has not yet received a response.

Some content creators chime in with support

But not everyone thinks Rini is all bad.

“As a mom to a five-and-a-half-year-old, I think it’s a brilliant idea. My kid is always trying to do her skincare,” Daisy Jing, founder of at-home micro-needling line Banish, said in a recent TikTok video.

Content creator Isabelle Lux said while she largely agrees with the criticism, she think the brand could provide an opportunity for families to have healthy discussions about beauty standards.

“Girls right now are growing up in a society where this (beauty standards) is so much of value and so much a part of them. Maybe actually allowing them to use skincare as fun with their family and talk about it might actually help open them up to understanding that it is actually not that important, that your entire worth is not locked up in how you look,” Lux said in a TikTok video.

Another TikTok user, who commented on Lux’s video, agreed, providing the American Girl book, “Spa Fun: Pampering Tips and Treatments for Girls” as an example of a well-respected brand introducing such care to young girls.

“I am a ’90s baby. Skincare and spa treatments were always a part of sleepovers when I was a child,” the user commented. “I feel like this brand could’ve existed decades ago. The only thing that is new is the obsession with anti-aging and heightened beauty standards. I don’t think this brand is necessarily engaging in that, but I understand how it can come across as problematic in the current climate.”

Boom in Korean skincare

As outlined by Rini co-founder Esther Son, the brand’s name is derived from “eorini,” which translates to “children” from Korean. And the Rini website states that all products are made in Korea.

Rini is just one U.S.-based skincare brand tapping into Korean skincare, or K-Beauty. Content creator Mikayla Nogueira’s skincare line, Point of View, which was released earlier this year, is also made in Korea.

The boom of K-Beauty in the U.S. is not a new phenomenon but has only grown in popularity with the increase of Korean media, like K-Pop.

Anna Lee, a content creator based in South Korea, said she has been surprised by the amount of backlash Rini has received, as skincare routines for children are common in Korea.

“For Korean moms, using skincare on kids is not a new or foreign concept,” Lee said in a TikTok video. “Kid-safe skincare lines do exist in Korea, so I don’t really personally see a problem with this.”

Are Rini face masks safe for children?

Rini boasts dermatologist-tested, hypoallergenic and vegan products.

Garshick said while the ingredients in the Rini face masks are not “necessarily harsh,” and can be safe for occasional use, they are not necessary for routine use.

“Too many ingredients, even if not individually harmful, may still contribute to skin irritation and sensitivity,” she said.

Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at gcross@usatoday.com.