Shay Mitchell Launches Gentle, Fun Skincare Brand for Gen Alpha Kids

In November 2025, actress and entrepreneur Shay Mitchell is launching a new kids' skincare and play brand called rini. The idea for the brand was born from Mitchell's own experiences as a parent, when she struggled to find suitable products to remove face paint and glittery makeup from her young daughters' skin.

Mitchell, along with her business partner Matte Babel, created rini to fill a gap in the market for gentle, effective skincare solutions for children ages 2 to 12. The brand's initial product lineup features hydrating hydrogel masks and 100% cotton sheet masks in fun animal prints, formulated with gentle ingredients like vitamin B12 and aloe vera.

Ingredient transparency is a core focus for rini, with the brand publishing detailed safety reports on its website. Mitchell and her co-founder Esther Song worked with a regulatory firm and pediatric toxicologist to ensure the products are the "safest and most gentle" for kids' delicate skin.

Beyond just providing practical solutions, rini also aims to open a conversation about skin health between parents and children. Mitchell hopes the brand can "set the tone" for kids to be more conscious about what they put on their skin as they grow older.