The actress admitted she was “surprised” by the negative response.

Shay Mitchell’s kids skincare controversy explained: All about the backlash (and her recent response)

The actress admitted she was "surprised" by the negative response.

By Allison DeGrushe

Allison DeGrushe

Allison DeGrushe is a timely SEO writer at **. She has been working at * *since 2025. Her work has previously appeared on Distractify.

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November 19, 2025 5:22 p.m. ET

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A child models a Rini face mask; Shay Mitchell on 'Today with Jenna and Friends' on Nov. 19, 2025. Credit:

Rini; TODAY with Jenna & Friends/YouTube

- Shay Mitchell recently launched her kid-friendly skincare line, Rini.

- The brand drew significant backlash, with many accusing it of pressuring young children to focus on their appearance.

- Mitchell shared on *TODAY With Jenna & Friends *that she was "a little surprised" by the controversy but claimed her products are intended for "self-care" rather than beauty.

Shay Mitchell recently launched Rini, a skincare line for kids, and the response has been anything but positive.

The *Pretty Little Liars *star* *first prompted the brand on Thursday, Nov. 6, in an Instagram post, writing "Rini isn't about beauty it's about self-care. About teaching our kids that taking care of themselves can be fun, gentle, and safe."

The post continued, "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."

But not everyone is on board with Rini. Many social media users have criticized the idea of toddlers using face masks, arguing it could push beauty standards onto children and send the message that their appearance is something to worry about from a very young age.

Amid the ongoing backlash, Mitchell recently spoke out to address the controversy. Here's what she had to say.

Why are people upset about Shay Mitchell’s skincare brand?

Three young children model the Rini sheet masks.

Founded by Mitchell, her partner Matte Babel, and Esther Song, Rini — whose name comes from the Korean word for "children" — is a kids skincare line. As parents, the trio aimed to create products "they could actually trust for their kids — formulated to be gentle on children's skin, science-backed, and inspiring for little ones," per the official website.

Rini's products are made for kids ages 4 and up, including "Everyday" sheet masks designed to look like a puppy, panda, and unicorn, plus hydrogel masks. According to the Rini website, it has "bath essentials" coming next year for kids 3 and older.

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But the implication of skincare marketed for young children quickly drew negative feedback online.

"Please explain to me why literal toddlers need face masks and skin care and to be sitting in front of a makeup mirror looking at themselves?" one commenter asked under Mitchell's Instagram announcement. "They should [be] playing and getting dirty and not caring what their skin looks like at that age.

Another user wrote, "This is demented. I had all of my teenage years to worry about my skin, why would five year old me want that too? Praying for this next generation that they are protected from self image propaganda like this."

How has Shay Mitchell responded to the controversy?

Olivia Munn, Jenna Bush Hager, and Shay Mitchell on 'Today with Jenna & Friends' on Nov. 19, 2025.

TODAY with Jenna & Friends/YouTube

On Wednesday, Nov. 19, Mitchell made an appearance on *TODAY With Jenna & Friends* to address the controversy surrounding the skincare line. When asked if she was prepared for the negative response, Mitchell admitted she was "a little surprised" but noted that anything involving kids should spark a discussion.

She said her experience as a mom of two young girls — Atlas, 6, and Rome, 3 — inspired her to create products she "felt safe enough putting on their skin."

Host Jenna Bush Hager pointed out that many parents were disturbed by the idea of toddlers using skincare products, since it could potentially lead to young children focusing on their appearance.

Mitchell responded by saying that skincare is not just about beauty. "Skincare starts from birth. We moisturize, we soothe, we comfort their skin as newborns. This is the same thing, it's just in a different format that's more fun and, I feel, very age-appropriate."

She continued, "I think this is, coming down to it, not being a beauty thing. Kids don't look at masks and think about fixing; they think about it being a cooling sensation and a shared moment."

Bush Hager mentioned that NBC* *reached out to a dermatologist, who warned that these products could "potentially [highlight] imperfections for kids at a really young age."

Mitchell acknowledged the point, but clarified, "I don't think masks are necessary for kids. I also don't think masks are necessary for us. But are they great for added comfort and hydration? Yes, and that's all it is."

How did Shay Mitchell explain the creation of her skincare line for kids?

Shay Mitchell appears on 'Today with Jenna & Friends' on Nov. 19, 2025.

TODAY with Jenna & Friends/YouTube

During the interview, Mitchell also shared the story behind Rini, explaining that the idea for the brand came when her daughters started showing interest in her own skincare routine.

One of the products, an aloe vera hydrogel mask, came to life during a trip to Mexico when her daughter's friend got a sunburn. "I was in the fridge trying to concoct aloe vera," Mitchell recalled. "She was not really enjoying that because it was goopy, it was sliding off. I looked at my friend and I was like, ‘I wish there was something we had that was just instantly cooling that could help with the extra sun she's got.’ That is sort of where the aloe vera After-Sun mask came about."

The actress also mentioned that her daughter, Atlas, recently had a fever. The young girl grabbed the hydrogel mask from the fridge, and it was "instantly cooling for her fever."

"I hadn't even thought about that before," Mitchell said. "She did this herself. And so, it really is how we're viewing it… skincare, I think when we think about it, is just face, whereas for kids, it's head to toe."

When Bush Hager brought up concerns about kids growing up in the so-called "Sephora generation" and the pressure to focus on their looks so young, Mitchell admitted that it's a real issue. Still, she stressed that Rini "really is about self-care."

"I think when my girls see me do this at the end of the night, or when I'm reading them a story, that's mommy's time to give back to herself," she said. "For me, it really is a positive introduction into a healthy relationship with skincare."

Mitchell wrapped up by saying that similar to being mindful about clean eating, she wants kids to be more "conscious about what they are putting on their skin." With all the face paint, glitter, and chlorine that can end up on their skin, she said that Rini "gives them the extra hydration that they need, and this is a fun vehicle for applying that."

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