Actress Shay Mitchell, famed for her role in Pretty Little Liars, is facing a fierce online backlash following the launch of her new skincare company, Rini, which is specifically targeted at children.
A Brand for the Youngest Consumers
The 38-year-old actor announced the debut of Rini on Thursday, 7th November 2024. The company sells hydrating face and eye masks designed for kids. In a lengthy Instagram post, Mitchell, a mother to two young daughters—Atlas, six, and Rome, three—whom she shares with partner Matte Babel, insisted the line was not about beauty or self-care. Instead, she framed it as a way to teach children that self-care can be "fun, gentle, and safe."
She elaborated that kids are naturally curious and that her products offer a way to embrace that curiosity, leading to "sweet moments that bring us closer." A press release from Rini emphasised that all products undergo clinical testing and toxicity risk assessments supervised by a regulatory team and a paediatric toxicologist.
Public Outcry and Accusations
Despite these assurances, the announcement was met with immediate criticism from fans and followers. Many accused the star of promoting unhealthy beauty ideals to an impressionable audience.
"Absolutely missed the mark. Children don’t need skincare!" one person commented. Another added, "I'm deeply disappointed. Why are we projecting beauty standards onto children now?"
The sentiment was echoed by others who questioned the necessity of such products for the very young. "What kind of message is this sending to young girls? Four-year-olds do not need skincare," a fourth comment read. Critics also slammed the venture as a capitalistic move, with one stating, "We’re living in capitalism’s final boss level where a child’s unblemished face is just another ‘untapped market.’"
The Wider 'Sephora Kids' Context
Mitchell's business move arrives amidst the ongoing and controversial "Sephora kids" trend. This phenomenon sees tweens and even younger children flocking to beauty stores, influenced by social media, to purchase sophisticated adult skincare products.
This trend has sparked a heated debate, with medical experts from institutions like the Cleveland Clinic warning that aggressive adult formulas can be too harsh for young, delicate skin, potentially causing breakouts and irritation. Furthermore, these products can make children's skin more vulnerable to sun damage.
Mitchell's representatives and Rini have been contacted by The Independent for comment in response to the growing criticism.
