Shay Mitchell Breaks Silence on Kids Skincare Backlash
Shay Mitchell, 2021. Photo courtesy of Dennis Grocer under CC BY-SA 4.0.
Shay Mitchell, the glamorous star known for her role in "Pretty Little Liars" and her savvy business ventures, recently found herself at the center of a heated debate. Fresh off launching her children's skincare brand, rini, Mitchell faced a wave of backlash that questioned the very idea of young children using skincare products. But in a candid interview on "Today with Jenna & Friends," she broke her silence, reportedly revealing that she was genuinely surprised by the criticism and eager to clarify the heart behind her new venture. This is not about pushing beauty standards on kids, she insisted. Instead, it's about gentle self-care and creating tender moments between parents and children.
A Star Mom Steps Into a New Role
Shay Mitchell's journey from Hollywood actress to entrepreneur and mother has been nothing short of captivating. Now 38, she is a mom to two young daughters, Atlas, 6, and Rome, 3, and has channeled her experiences into creating rini, a skincare line designed specifically for children. The brand offers hydrogel and pure cotton sheet masks, featuring playful designs like puppies, pandas, and unicorns, aimed at children ages 4 and up. These products are crafted to make skincare a fun and soothing ritual for preschoolers and up.
Mitchell's described her motivation as deeply personal. She noticed a gap in the market for products she felt comfortable using on her own children's delicate skin. The idea for rini was born from real mom moments, reflecting on her experience trying to soothe a sunburned child with aloe vera during a trip to Mexico and realizing there was no easy, kid-friendly solution, as reported by Entertainment Weekly. She wanted to offer something safe, fragrance-free, and gentle, with ingredients like vitamin B12 and aloe vera, that could also serve as a shared, comforting experience between parent and child.
The Backlash That Took Everyone by Surprise
Despite Mitchell's heartfelt intentions, the launch of rini ignited a firestorm on social media. Critics questioned why young children would need skincare products at all, accusing the brand of encouraging kids to focus on their appearance and feeding into harmful beauty standards. Comments ranged from concerns about children sitting in front of mirrors worrying about their skin to fears of early self-image propaganda.
This backlash caught Mitchell off guard. In her interview, she expressed surprise at the intensity of the reaction, acknowledging that anything involving children naturally invites scrutiny and conversation. She emphasized that skincare is not just about beauty or appearance. "Skin care starts from birth," said Mitchell, as reported by PEOPLE. "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. This is coming down to it not being a beauty thing. Kids don't look at [face] masks and think about fixing [their appearance], they think about it being a ... a shared moment."
Skincare as Self-Care, Not Beauty Pressure
Mitchell was clear in distinguishing the brand's mission from the typical beauty industry narrative. She described skincare for kids as a form of self-care, a way to nurture and comfort rather than to alter or perfect. The masks are meant to provide a moment of connection, not to highlight imperfections or create anxiety about looks.
She shared touching anecdotes from her own life, like when her daughter Atlas used a hydrogel mask to soothe a fever, as reported by Entertainment Weekly, showing that the products serve practical, comforting purposes beyond aesthetics.
Navigating the 'Sephora Generation' and Parental Judgment
The conversation around rini also touched on a broader cultural tension. Mitchell acknowledged the reality of the so-called "Sephora generation," where children are exposed to beauty products and routines at increasingly younger ages, as reported by Entertainment Weekly. She admitted this is a real concern but stressed that her brand is about introducing kids to healthy habits in a positive, pressure-free way.
For Mitchell, the brand is a way to model a healthy relationship with skincare, mirroring how she cares for herself. She described bedtime skincare rituals as "mommy's time to give back to herself," as reported by Entertainment Weekly, and hopes that by sharing these moments with her daughters, she can foster mindfulness about what goes on their skin, much like parents encourage conscious eating habits.
This delicate balance between parental care and societal beauty norms is a tightrope that Mitchell walks with grace. She faces the judgment that comes with being a high-profile mom in the spotlight, trying to protect her children while sharing her own experiences and solutions with the world.
A Brand Born From Real Mom Moments
Behind the glitz and glamour, rini is rooted in genuine parenting challenges. Mitchell and her co-founder Esther Song noticed a lack of gentle, effective products to remove face paint and play makeup from children's skin. This practical need sparked the creation of a line that could be trusted by parents and enjoyed by kids.
Mitchell's partner, Matte Babel, is also involved in the brand, underscoring that this is a family-driven project. The brand's name, rini, reportedly comes from the Korean word for "children," reflecting a thoughtful, culturally aware approach to the business.
The brand plans to expand beyond masks, with bath essentials for kids ages 3 and up set to launch soon, signaling a commitment to growing alongside families and their evolving needs.
References: Shay Mitchell Breaks Silence on Backlash Around Her Kids' Skincare Line | Shay Mitchell's kids skincare controversy (and her response) explained
