Shay Mitchell is expanding her beauty empire — and this time, it’s for the little ones.
The actress, producer, and all-around entrepreneur has teamed up with fellow mom and businesswoman Esther Song to launch Rini, a new K-beauty-inspired skincare brand made specifically for kids.
The idea for Rini was born in the most relatable way: while the two moms were sitting through their daughters’ dance camp. Between snacks and costume changes, they realized how tricky it can be to find skincare that’s actually safe and gentle for young, sensitive skin. Adult products, even the mild ones, just didn’t cut it.
“We wanted something safe and fun that encouraged healthy habits early on,” Shay told ELLE.
That spark turned into a mission — and eventually, into Rini’s debut line.
The first Rini collection includes three gentle hydrogel masks, all created with clean, kid-friendly ingredients and packaged in designs that feel more like playtime than skincare routine. There’s the Hydrating Hydrogel Mask with vitamin B12, the After Sun Hydrogel Mask with aloe vera and vitamin E, and the Everyday Face Sheet Mask infused with tremella mushroom and beta-glucan. Each comes in bright, cheerful packaging with animals like puppies, unicorns, and pandas — making self-care instantly fun and approachable for kids.
Shay explained that Rini isn’t about adult concerns like anti-aging or firming ingredients. Instead, it’s about introducing self-care in a healthy, positive way. “It’s about creating healthy habits and having that self-care time,” she said.
Esther echoed that sentiment, adding that they wanted to design something “effective, gentle, and joyful.” Drawing from her Korean skincare roots, she brought in the philosophy of layering hydration and protecting the skin barrier. Meanwhile, Shay infused her Filipino heritage into the brand’s heart — focusing on family, connection, and cultural pride. The result? A thoughtful blend of traditions that celebrates both beauty and care.
What makes Rini stand out isn’t just the adorable packaging or the influencer-worthy branding. It’s the message behind it: that skincare can be a bonding moment, not a chore. “We hope it inspires parents and kids to make skincare a ritual that’s fun and nurturing,” Shay shared.
As a mom of two herself, Shay has always been open about balancing work, motherhood, and wellness. With Rini, she’s bridging all three — creating a brand that feels authentic, intentional, and full of love.
Rini officially launches this week, and if Shay’s track record with her travel line Béis is anything to go by, parents and kids alike are about to fall hard for this one.
