“Pretty Little Liars” star Shay Mitchell launched a brand new skincare line geared towards children.
The actress, 38, teased her new business venture via Instagram on Wednesday, November 5, with a photo of her daughter, before dropping the big reveal the following day.
Shay Mitchell’s New Brand Is Inspired by Her Daughters
Mitchell, who shares two daughters, 6-year-old Atlas 3-year-old Rome, with partner Matte Babel, explained that her daughters are the inspiration behind her new brand.
“So excited (and honestly, so relieved) that I can finally talk about rini,” she captioned her Instagram announcement. “This has been three years in the making, inspired by my girls, their curiosity, and all the little moments that made me realize how early it starts. From birthday parties and face paint to wanting to do ‘what mommy does’ with her face masks⦠it was only a matter of time.”
She went on to explain that Rini “isnât about beauty,” but rather learning self-care from a young age.
“About teaching our kids that taking care of themselves can be fun, gentle, and safe,” she added.
Mitchell and business partner Esther Song are kicking off their Korean skincare company with an aloe vera recovery mask.
The inspiration, Mitchell explained, “came from a spring break moment in Mexico when one of the girls got too much sun and needed some extra TLC. I wanted something that worked, but was still clean enough for my kids and now itâs finally here.”
Fans Have Mixed Reactions to Shay Mitchell’s Rini Brand
Mitchell broke into the business world in 2018 with the launch of her travel brand Béis. Over the next seven years, Béis has grown exponentially, generating $200 million of revenue in 2023, according to Forbes.
While this is the Canadian actress’ first leap into the beauty industry, fans seemed to have mixed reactions to the Rini (a slang term for children in Korean) announcement.
“What kind of a message is this sending to young girls?” one follower wrote. “Even if the intention is good, kids really donât need skincare,” another added.
Others, however, shared their excitement for the “You” actress.
“Letâs go Shay!!” one follower cheered her on.
“Ohhhh I canât wait to treat my kiddos,” another wrote.
“As someone who used to like doing face masks with my mom as a kid bc it was just a chill way to bond, this seems adorable,” yet another fan reminisced.
According to Shay and Rini’s announcement, “Kids are naturally curious and instead of ignoring that, we can embrace it. With safe, gentle products parents can trust, and sweet moments that bring us closer.”
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