Shay Mitchell is no stranger to the spotlight or to the scrutiny that often accompanies it, but even she wasn’t expecting the level of debate that erupted after the launch of her children’s skincare brand, Rini. In a recent appearance on the “Today” show, the actress and entrepreneur spoke candidly about the mixed reactions to her new venture, offering an unfiltered look at how she has navigated the sudden attention and why she believes the conversation around kids and skincare is worth having.
Mitchell, who is widely known for her roles in hit series and for her growing presence in the wellness and lifestyle space, appeared on the morning show on November 19. Sitting down with host Jenna Bush Hager and guest cohost Olivia Munn, she addressed the swarm of critiques and questions that surfaced almost immediately after Rini made its debut earlier this month. The actress, now 38, admitted that although she anticipated questions, the magnitude of the public’s response caught her somewhat off guard. To her, interest and concern about anything involving children is only natural, and as a mother of two daughters—Atlas, 6, and Rome, 3—she said she understands that instinct better than most.
The brand launched on November 6 with a collection of child-friendly face masks designed for kids aged four and up. Made with ingredients the company describes as vegan, hypoallergenic, and dermatologist-tested, the products were positioned as a response to growing demand: in recent years, social media platforms, especially TikTok, have seen an explosion of content featuring kids experimenting with skincare routines. While the trend has fascinated some and alarmed others, it signaled to Mitchell that there was a cultural shift underway—a shift she felt Rini could address with products formulated specifically for younger users.
However, almost as soon as Rini entered the marketplace, social media users began voicing concerns about whether children should be using skincare products like sheet masks at all. Critics questioned the potential implications of introducing beauty rituals to kids so young and worried that the brand might inadvertently contribute to the pressure children already face regarding their appearance. Though Mitchell insists that Rini’s products are meant to be fun, soothing, and rooted in self-care, detractors argued that even well-intentioned messaging could fuel a culture of image-consciousness among children.
During the “Today” interview, Mitchell made an effort to separate the idea of skincare from beauty standards. She acknowledged that masks are not a necessity for either adults or children, but she described them as harmless indulgences that can add hydration and sensory enjoyment. For her, the masks serve a purpose beyond skincare—they are tools that can help create moments of connection between kids and caregivers. Mitchell emphasized that young children do not see face masks through the lens of appearance or insecurity; instead, they view them as something cool, refreshing, or simply enjoyable.
Her explanation was an attempt to reframe the public narrative around Rini. Mitchell described skincare as something parents engage in with children from birth, reminding viewers that baby lotion, ointments, and gentle cleansers are commonplace in early childhood care. To her, Rini’s products are simply a playful extension of that routine, not an introduction to adult beauty standards. She maintained that creating an age-appropriate line allowed her to offer something safer than the high-potency products kids might otherwise reach for in stores.
Still, the controversy isn’t happening in a vacuum. Over the past year, the phenomenon dubbed “Sephora Kids” has become a viral topic online. Videos of children—some barely old enough to be in elementary school—running through the aisles of major beauty retailers, swatching serums and moisturizers intended for adults, have sparked discussions among parents, dermatologists, and even lawmakers. Many worry that children are being influenced not only by the marketing of these products but also by the social media creators who share content centered around skincare routines and self-improvement culture. The blurred lines between age-appropriate self-care and the aspirational world of beauty influencers have left adults questioning where boundaries should be drawn.
With Rini entering the market at the height of this cultural moment, it quickly became a symbol—fairly or not—of the broader concerns about children and beauty standards. That symbolic weight has drawn attention from both supporters and critics. Some applauded Mitchell for stepping in with dermatologist-tested options that may reduce the risk of children using harsher products. Others worried that any branded product specifically marketed to children would only increase their interest in beauty rituals and potentially normalize unnecessary skincare steps.
Experts have also weighed in. Dermatologist Marisa Garshick told USA TODAY that while acknowledging the importance of taking care of skin from a young age is reasonable, most children do not need products beyond the basics. According to Garshick, a mild cleanser, a gentle moisturizer, and regular sunscreen are all that children truly require. She added that while the ingredients in Rini’s face masks are relatively gentle and not inherently dangerous for occasional use, they are not essential for a child’s routine. Garshick also warned that multiple ingredients—although safe individually—could collectively increase the chances of irritation, especially for young, sensitive skin.
Mitchell, aware of these perspectives, didn’t dismiss the evidence or the concerns outright. Instead, she stressed that Rini wasn’t designed for daily use or for complex beauty regimens. She reiterated her belief that the masks are a novelty, something akin to a fun activity rather than a necessity. For her, the goal is connection, not correction. She said that children aren’t thinking about perfecting their skin or eliminating imperfections; they’re simply enjoying a cooling sensation or giggling at the silly feeling of a mask on their face. To Mitchell, these moments can be grounding, calming, and bonding—qualities she feels align with the broader concept of wellness.
Her comments highlight the tension that often emerges when wellness culture intersects with parenting. Parents today navigate an increasingly saturated marketplace, filled with products positioned as necessary for development, happiness, or health. Influencers and brands can add to the pressure, making it difficult for parents to discern which products support their children’s well-being and which are simply responding to trends. Mitchell found herself in the middle of that debate, trying to reassure parents that Rini was not meant to be another source of stress or insecurity.
At the same time, the mixed reception underscores how sensitive conversations around children can be. Many parents are wary of exposing kids to anything that could raise body awareness too early or foster concern about appearance. Social media heightens this sensitivity, as people watch trends spread at lightning speed and sometimes escalate into unhealthy behaviors. In the case of skincare, dermatologists have raised alarms about young children using strong exfoliants, anti-aging products, or retinol—items that can harm developing skin when misused.
Mitchell’s argument is that if children are already curious, and if the culture has already shifted, offering safe and simple alternatives might be a more realistic approach than trying to reverse the trend entirely. She sees Rini as a compromise: a product line that both acknowledges children’s interest and sets safer boundaries around what they use. That philosophy aligns with broader parenting strategies where controlled, age-appropriate introductions—whether to social media, makeup, or even certain foods—are sometimes seen as preferable to outright bans.
Still, she recognizes the responsibility that comes with launching a product aimed at children. Her responses during the “Today” show made it clear that she understands why people are asking hard questions. Mitchell said she expected dialogue, but she did not anticipate the intensity. The conversation, in her view, is important. She feels that discussing what kids put on their skin is no different from evaluating what they eat, what toys they play with, or what content they consume. Parents evaluate risk and value every day, and skincare should be no exception.
Despite the criticism, Mitchell has also received support from parents who appreciate having gentler alternatives for their children, especially those with dry or sensitive skin who enjoy participating in self-care rituals with older siblings or caregivers. Many families see skincare as a way to build routines, teach hygiene, or simply enjoy quiet time together. For these parents, Rini fills a gap that previously led children to reach for products not designed with them in mind.
As the conversation continues, Mitchell remains a central figure in a broader dialogue about childhood, wellness, and the challenges of raising kids in an age of influencers and digital culture. She appears committed to defending her intentions while acknowledging the legitimacy of parental concerns. Whether Rini will inspire other brands to enter the children’s skincare space or will serve as a cautionary tale of navigating modern parenting sensitivities remains to be seen. What is clear is that Mitchell sees Rini not as a beauty line, but as a small invitation to slow down, share moments, and create memories—one cooling face mask at a time.
Her willingness to discuss the topic openly may help shape how both parents and brands think about kids’ wellness trends moving forward. As debates about youth consumerism and beauty culture continue, Rini sits at the intersection of a new era, where childhood innocence and modern self-care collide in complicated, emotional, and sometimes contentious ways. Mitchell’s perspective—that skincare can be simple, nurturing, and fun rather than cosmetic—adds a new dimension to the ongoing discussion. Whether it is enough to ease concerns or sway skeptics is ultimately up to parents, experts, and the public, but Mitchell appears ready to keep talking, listening, and evolving with the conversation.
