Shay revealed the brand, Rini, on Instagram earlier this week. Co-founded with her friend Esther Song, the K-beauty-inspired line mixes gentle skincare with a playful twist. “Our mission is simple,” reads a statement on the Rini website. “To nurture healthy habits, spark confidence, and make thoughtfully crafted daily care essentials and play products accessible to every family.” The first products, launched yesterday, include a hydrogel facial mask, an after-sun hydrogel facial mask, and an everyday facial sheet mask.
But when Shay shared the post on Instagram, it was met with loads of backlash as many people questioned the need for a kids’ skincare line.
“I’m deeply disappointed,” said another. “Why are we projecting beauty standards onto children now.”
“Children do not need this kind of skincare,” someone stated. “They need very simple ingredients as they are still growing and developing. Of course I’d like to see the ingredients of this before passing judgements but we all need to protect our kids from this skincare trend which is doing more harm than good to them longterm.”
Another pleaded, “Let them be kids ffs,” as someone else wrote, “Yikes. Maybe read the room? People are losing healthcare and food benefits…maybe not the best time to sell skin care for toddlers.”
“It’s not even only about the skin products,” one more added. “It’s also about pushing the idea on little kids that they should be doing something to be prettier —> change themselves —> fit the stereotype. What kids need to learn today in this accelerated society is to live their present. Not do adult stuff because they see adults doing it. This is not ‘fun’. It’s societal pressure disguised as fun.”
Amid the criticism, Shay took to her Instagram Story to clarify her intentions in creating the brand. She said, “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.”
Shay, who shares daughters Atlas and Rome with her longtime partner Matte Babel, added, “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.”
“Kids are naturally curious,” she continued, “and instead of ignoring that, we can embrace it with safe, gentle products parents can trust, and sweet moments that bring us closer.”
Times have definitely changed. I used to beg my mom for a little lip gloss and nail polish. Now we’re at face masks — wild!
Do you think this is a cute idea, or is it taking it too far? Let me know in the comments.
