Actress Shay Mitchell, known for her role in Pretty Little Liars and her successful business ventures including travel brand BÉIS, tequila brand Onda, and production company Amore & Vita Inc., recently launched a new children’s brand called Rini. However, the launch has been met with significant criticism online, with many labeling the brand “dystopian” and “tone-deaf.”
The Rini Brand: A Response to Children’s Curiosity
Mitchell introduced Rini with a series of Instagram posts showcasing a child wearing a disposable sheet mask. Her explanation emphasized the brand’s focus on gentle self-care for children, inspired by her own daughters’ desire to emulate her skincare routine. The debut product, an aloe vera recovery mask, originated from a personal experience—a sunburn incident during a family spring break in Mexico. Mitchell framed Rini as a way to embrace children’s natural curiosity while providing parents with safe and trustworthy products, promoting “sweet moments that bring us closer.”
The Internet’s Reaction: Concerns About Age and Sustainability
Despite Mitchell’s intentions, the internet has responded with widespread disapproval. Comments like “This is so tone-deaf for so many reasons” and “I struggle to find the right words to articulate how disappointing and dystopian this is” reflect the prevalent sentiment.
Is There an Age Limit for Skincare?
The controversy stems from several factors. While encouraging sun protection for children of all ages is widely accepted, skincare experts typically recommend introducing more comprehensive products, such as cleansers or moisturizers, to children in their pre-teen years, generally between ages 10 and 12. Rini, however, is marketed towards children as young as 3, significantly younger than the recommended age range.
Environmental Concerns Around Sheet Masks
Beyond the age concern, the choice of a single-use product—the aloe vera recovery sheet mask—has drawn further criticism. The sheet mask’s disposable nature clashes with the growing movement towards sustainability. Environmental activists, like Lauren Singer, founder of Package Free Shop, have previously voiced strong objections to sheet masks due to their contribution to plastic waste, deeming them “trash” and “superfluous.” The environmental impact of these single-use products is a key factor in the backlash against Rini’s launch.
Ultimately, Shay Mitchell’s attempt to create a gentle self-care brand for children has sparked debate about the appropriate age to introduce skincare and the importance of sustainable product choices. The controversy highlights the need for brands to consider not only children’s curiosity but also their environmental impact and expert recommendations.
