Shay Mitchell Launches Kids Beauty Brand

Shay Mitchell is adding another venture to her growing business portfolio, and this one’s just for the kids. Alongside co-founder Esther Song, the actress and entrepreneur has introduced Rini, a skincare and play brand created to support skin aged three and up with safe, science-backed formulas made in Korea.

“The idea for Rini came from real parenting moments, when we realised the products we wanted for our kids simply didn’t exist,” says Mitchell. “It’s about nurturing their imagination and confidence, while knowing we’re choosing products made thoughtfully for their skin,” adds Song.

The inspiration came from everyday family life — think birthday parties filled with face paint, sparkly makeovers, and dance recitals where products designed for adults often end up on little faces. Seeing a gap in the market, the duo wanted to create skincare that could be fun while still protecting, soothing, and restoring young skin.

Taking its name from the Korean word for children, Rini celebrates creativity and self-expression for kids aged three to teen or, as the founders describe them, “Little Faces with Big Imaginations.” The brand blends Korean innovation with trusted, time-honoured ingredients and all products are formulated to meet or exceed the strict EU Cosmetics Regulation standards, which ban or restrict more than 1,700 ingredients.

The brand’s regulatory team and paediatric toxicologist oversee extensive safety testing — including RIPT, tear-free, epiocular, and moisture studies — with results shared openly through a dedicated ‘Formula Facts’ section on its website, heyrini.com.

Rini’s debut collection features the world’s first hydrogel masks made specifically for kids. The Hydrating Mask is a pink, shimmery two-piece jelly mask designed to fit growing faces, and is infused with vitamin B12 to hydrate, nourish, and protect delicate skin. The After-Sun Mask is a green, shimmery two-piece mask formulated with aloe vera and chamomile to calm, soothe, and repair.

The brand also offers three everyday sheet masks in puppy, unicorn, and panda designs. Each mask is made from 100% pure cotton for growing faces and infused with white tremella mushroom, beta-glucan, and vitamin E to calm, comfort, and hydrate delicate skin.

All products are vegan, fragrance-free, safe for sensitive skin, and developed with paediatric chemists in South Korea. The brand plans to expand into a full range of skincare and creativity-driven play products by summer 2026.

Rini is available now at heyrini.com, priced from $5.99. The brand is not yet available in the UK.