Shay Mitchell's Rini children's skincare blends Korean technology and pediatrician-approved ingredients for playful, gentle, and safe routines.
Shay Mitchell, the entrepreneur behind hit brands like Béis and Onda, has now set her sights on a market closer to her heart: children's skincare. Forget stiff, grown-up formulas; her new brand, Rini, is all about making skincare as fun and accessible as a playground swing set. Co-founded with her longtime friend and fellow mom, Esther Song, Rini is an affordable line that marries Korean technology with pediatrician-approved ingredients, designed specifically for little ones to play, experiment, and express themselves. This venture sprouted not from a boardroom brainstorm, but from a real-life chat at their daughters' dance class, where the duo realized a gaping hole in the market for age-appropriate, effective products. For Mitchell and Song, Rini is more than a business; it's a solution to their own parenting puzzles.
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The "Aha!" Moments That Built a Brand
Every Rini product has a backstory born from the trenches of motherhood. The brand launches with three sheet masks, a choice Mitchell calls "intuitive" as they're often a gentle first step into skincare routines. But these aren't your average masks. Take the After-Sun Hydro-Gel Sheet Mask, for instance. Its origin is as vivid as a sunburn. A few years ago, during a spring break in Mexico, Song's daughter, Paloma, got a sunburned face. Mitchell found herself wrestling with goopy aloe vera from the fridge, thinking, 'I wish there were a mask for kids.' Not the anti-aging, pore-tightening kind, but a truly functional, soothing solution. That moment of messy desperation became the blueprint for a product.
Engineering Gentleness: A Three-Year Quest
Creating for Gen Alpha's delicate skin is like trying to build a sandcastle that can withstand the tide—it requires precision and the right materials. Song and Mitchell spent three years refining their formulas with leading Korean skincare experts, even developing the first hydrogel mask specifically for children. "We challenged manufacturers to create something gentler," Song explains. The ingredients list was scrutinized with the intensity of a detective solving a case. While hyaluronic acid is a skincare darling for adults, Song is firm: "that ingredient should not be near a kid." Instead, they found clever alternatives. The Everyday Face Sheet Mask, for example, uses snow white mushroom extract, which can hold moisture like a tiny, super-absorbent sponge—up to 500 times its weight!
The Triple-Lock Safety Protocol
Safety wasn't an afterthought; it was the foundation. Rini's testing process is more rigorous than a knight's armor, involving three key steps:
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Manufacturer Testing: Compatibility, stability, and preservative checks.
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Risk Assessment: Conducted by a regulatory firm.
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Clinical Testing in the U.S.: Including a RIPT (Repeat Insult Patch Test) for hypoallergenic claims.
"All our masks came in at a zero irritation index," Song states proudly. This commitment ensures the products are as safe as a padded playroom for sensitive skin.
Design That Doesn't Talk Down to Kids
For Mitchell, the experience is as crucial as the efficacy. The visual identity of Rini—from its soft lavender logo to chic brown packaging—was crafted with care. "My girls didn't want kiddie products that looked like toys," Mitchell recalls. "They see me using my makeup and want what mommy uses." So, Rini's design is youthful yet elevated, avoiding the condescending "kiddie" aesthetic. The sheet masks themselves feature fun animal faces, turning skincare into a playful ritual, not a chore.
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The Korean Beauty Ethos, Miniaturized
At its core, Rini applies the democratizing spirit of Korean beauty—high efficacy without a luxury price tag—to the children's market. "Products don't have to cost $200 for adults anymore," Mitchell says. "We're taking that same ethos and applying it to children." In a world where Gen Alpha is already curiously eyeing skincare shelves, Rini aims to foster healthy habits early on, making self-care approachable and fun. It's not just about selling masks; it's about planting the seeds for a lifetime of smart skincare, one playful, hydrogel sheet at a time. With its thoughtful origins, rigorous standards, and playful design, Rini is poised to be more than a brand—it's a trusted companion in the messy, wonderful adventure of growing up.