Shay Mitchell Faces Criticism for Launching Skincare Brand for Young Children

Actor Shay Mitchell, known for her work in television and films, has recently launched a skincare brand for children. The brand, named Rini, is designed for kids aged 3 and older. However, the launch has led to a strong backlash online, with many people calling the idea unnecessary and harmful.

Most skincare products are made for adults who want to take care of signs of aging or skin problems. But Rini sells face masks for children who have not yet reached puberty. The products include hydrating masks and after-sun masks, priced around ₹530 to ₹620. The name of the brand comes from the Korean slang word meaning “child.”

Shay explained that the brand is not meant to make kids look more “beautiful,” but to teach them self-care. She said she and her co-founders, Esther Song and Matte Babel, came up with the idea when they could not find gentle skincare products to remove birthday party face paint from their own children’s skin. Shay said she wanted something safe and soft that parents could trust.

But many people did not agree. On social media, parents and other users expressed concern. They said children at such a young age should not think about beauty, skincare routines, or how their skin looks. They said promoting skincare to young kids could make them believe something is wrong with their natural skin.

One person said the idea felt “disappointing and strange.” Another person asked why children would need to “relax” with a face mask when their daily life is simple and joyful. A comment also pointed out how the product images mostly showed little girls, leading some people to say the brand could pressure young girls to focus on appearance from a very early age.

Some users compared the situation to something from a science fiction show, saying society has gone too far in selling products to young minds. Many argued that kids do not need skincare. They need time to play, be messy, learn, and grow without worrying about how they look.

Parents also worried that encouraging skincare routines for young children might send the message that their natural skin is not good enough. Critics said the marketing could make children feel like they need to “fix” themselves before they even understand what beauty standards are.

This debate highlights a larger discussion about beauty marketing and childhood. Many people believe companies should not treat children as a market for products related to beauty or appearance. They say it is important to let kids develop confidence, creativity, and happiness without pressure.

Shay Mitchell and her team have not responded to the criticism in detail yet. But the conversation continues online, especially among parents, teachers, and experts who say childhood should be a time of freedom, not beauty routines.

This situation raises an important question: Should businesses be allowed to market beauty products to very young children, or should childhood remain free from such influence? For now, many people believe that children should simply be allowed to be children.