At a time when the beauty curious are getting younger, Shay Mitchell is unveiling her latest business venture: Rini, a skin care brand for kids, ages 4 through 12.
Named after the Korean slang word for “kiddo,” the brand — founded by Mitchell, Esther Song and Matte Babel — will be comprised of daily essentials and play-focused innovations, starting with the Hydrating Hydrogel Mask, the After Sun Hydrogel Mask and the Everyday Face Sheet Mask, which comes in three designs — a puppy, a unicorn and a panda. All five masks are available now. Prices range from $5.99 to $6.99.
The Rini hydrogel masks, priced between $5.99 and $6.99.
The idea for Rini sprang from the parenting experiences of Mitchell, Song and Babel that revealed a need for clinically approved and dermatologist-tested skin care innovations for children. One instance, in particular, was when Song’s daughter, Paloma, got her face painted at her birthday party and wanted to take the paint off.
“She went into the bathroom and used her hands and water, and the paint was all over, all the colors blended together,” Mitchell remembered. “Esther and I looked at each other and we’re like, ‘Can we use a makeup wipe to get this off? Hand soap? Face wash? Their skin barriers are a lot more sensitive and thinner. What do we use?’”
Ultimately, they landed on a paper towel and water, which left purple residue on Paloma’s face for days. “From that moment, we knew there was a need for Rini, because it’s not just makeup for kids, this is face paint. This is the stuff that allows them to play around and express themselves,” Mitchell said.
The Rini Everyday Face Sheet Mask.
Rini
Whether it’s to remove paint or glitter from their dance recital, or maybe even to soothe a bad sunburn, Rini’s goal is to create and offer products parents won’t have to second guess before using them on their children. Formulated in Korea with natural, non-irritating ingredients suitable for sensitive skin, the face masks are the first example, infusing hydrating and calming ingredients such as Vitamin B12 and aloe.
The Rini Hydrating Hyrdogel Mask.
Rini
The launch of Rini comes at an opportune time as the Gen Alpha beauty business ramps up, with buzzy launches from brands like 15-year-old Salish Matter’s Sincerely, Yours Skincare in Sephora and new data from Listrak showing Gen Alpha and Gen Z powering 40 percent of skin care revenue at major retailers such as Ulta and Bluemercury, with orders “double that of other demographics.”
Indeed, the target Rini consumer isn’t the “Sephora tween” overhauling the Drunk Elephant shelves or selling out Sincerely, Yours in stores. “Our girls are little bit younger,” Mitchell said. “They’re not trying to contour and do all this stuff. They’re wanting to play. They’re wanting to express themselves.”
More than that, Rini is an entry point to beauty for the children who sit and watch and wonder what that cream or mask is that their mom is putting on her face. “They want to do everything that I do,” Mitchell said of her two daughters, Atlas and Rome. “They’ll be in the bathroom just looking up at me. I’m putting on all my potions and lotions, which are a lot, and they’re like, ‘What can I put on?’”
Now, with Rini, Atlas, Rome and Paloma have the chance to explore and create products made especially for them. Describing the girls as the “real ambassadors of the brand,” Song said she and Mitchell plan to continue their collaboration with their kids as Rini expands, allowing them to weigh in on what they want to try next.
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