Shay Mitchell defends children’s skincare line Rini after controversy
Critics have weighed in on Shay Mitchell’s skincare line for children, and now she’s giving us the barefaced truth.
The actress and wellness entrepreneur, who previously sparked controversy with her cosmetic brand tailored to kids, Rini, addressed the scrutiny during an appearance on the “Today” show Wednesday, Nov. 19.
“I was a little surprised,” Mitchell, 38, told “Today” host Jenna Bush Hager and guest cohost Olivia Munn. “Anything that involves kids, there should be a conversation around it. I have a lot of questions, as I’m sure you both do, when anything involves our kids — with what they eat and what they put on their skin — so I didn’t think this would be anything different.”
Mitchell, mother of daughters Atlas (6) and Rome (3), launched Rini on Nov. 6. The line features various face masks for youth ages 4 and up, which Mitchell said meets a growing demand of interest in skincare among children. The brand boasts dermatologist-tested, hypoallergenic and vegan products.
However, Mitchell’s kid-friendly beauty venture drew mixed reactions on social media, with some criticizing the appropriateness of marketing skincare products to young children.
Face masks aren’t “necessary for kids. I also don’t think masks are necessary for us,” Mitchell reflected on the “Today” show. “But are they great for added comfort and extra hydration? Yes, and that’s all it is.”
Shay Mitchell defends children’s skincare line
The launch of Mitchell’s skincare line 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.
During Mitchell’s “Today” show appearance, Bush Hager asked the “Pretty Little Liars” alum about the potential for Rini to contribute to the cultural trend of children focusing on their physical appearance.
“Skincare starts from birth,” Mitchell said. “We moisturize, we soothe, we comfort their skin as newborns. This is the same thing. It’s just in a different format that’s more fun and I feel very age-appropriate.”
Mitchell added that she doesn’t view the use of face masks as a “beauty thing,” touting the products’ potential for encouraging self-care among children and family quality time.
“Kids don’t look at masks and think about fixing [their appearance],” Mitchell said. “They think about it being a cooling sensation and a shared moment.”
Is Rini safe for kids? What experts are saying about Shay Mitchell’s skincare brand
Marisa Garshick, a dermatologist at MDCS Dermatology: Medical Dermatology and Cosmetic Surgery in New York, previously told USA TODAY that while it is good to acknowledge the importance of skincare, even at an early age, young children don’t need to use face masks.
A gentle cleanser, moisturizer and sunscreen are all they need, she said.
Garshick added that 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.
Contributing: Greta Cross, USA TODAY
