Shay Mitchell Defends Her Kids’ Skin-Care Line Amid Backlash

Actress and entrepreneur Shay Mitchell is standing firm in defense of her new kids’ skin-care brand Rini, after facing widespread backlash from parents online who accused the line of promoting beauty standards to young children.

The Launch and the Controversy

Earlier this month, Mitchell introduced Rini, a skin-care line designed for children ages 3 and up. The debut product — a hydrating sheet mask — immediately went viral, but not entirely for the right reasons. Critics on social media argued that the concept was “tone deaf,” suggesting it could push young kids, especially girls, to focus on beauty and appearance too early.

One commenter wrote, “Just because they want to ‘do what mommy does’ doesn’t mean they should.” Others worried that marketing beauty products to children would exacerbate the so-called “Sephora tween” trend.

Despite the uproar, Mitchell, known for her roles in Pretty Little Liars and You, insists her intentions were misunderstood.

Mitchell’s Response on The Today Show

Appearing on The Today Show on Wednesday, Mitchell addressed the controversy directly in a conversation with hosts Jenna Bush Hager and Olivia Munn.

“I think anything that involves kids, there should be a conversation around it,” she said. “I have a lot of questions, as I’m sure you both do, when anything involves our kids — with what they eat, with what they put on their skin. I didn’t think this would be any different.”

When asked what she would say to parents who don’t want their children focused on appearance, Mitchell argued that Rini is more about comfort and bonding than beauty.

“Skin care starts from birth,” she explained. “We moisturize, we soothe, we comfort their skin as newborns. This is just a different format that’s more fun and age-appropriate.”

Mitchell emphasized that Rini is “not a beauty thing,” describing the line as being centered on “a cooling sensation and a shared moment.”

Addressing the “Face Mask for Kids” Debate

Mitchell also acknowledged that face masks are not a necessity — for children or adults — but maintained that they can still serve a purpose.

“They’re not necessary for kids, but they’re not necessary for adults either,” she said. “Are they great for added comfort and hydration? Yes, and that’s all it is.”

While the brand currently offers sheet masks, Rini plans to expand with a barrier-repair cream and gentle bodywash, both of which Mitchell says will continue the theme of safe, fun, family-oriented skin care.

A Broader Conversation About Beauty and Kids

Mitchell’s comments have reignited an ongoing conversation about children and consumer culture — particularly how social media has blurred the line between playful imitation and early exposure to adult beauty routines.

Still, Mitchell appears unfazed by the criticism, positioning Rini as a brand rooted in wellness and family connection rather than vanity.

“This is about comfort, care, and shared moments — not cosmetics,” she said.

Whether parents will be convinced remains to be seen, but one thing is certain — Shay Mitchell isn’t backing down from her vision for Rini.

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