The internet has been in a frenzy for the past two weeks over the launch of a new skincare brand, Rini. The brainchild of actress Shay Mitchell, alongside co-founders Esther Song and Matt Babel, the brand was founded to “nurture healthy habits, spark confidence, and make thoughtfully crafted daily care essentials and play products accessible to every family,” according to its mission statement. To achieve this, the trio developed a skincare line that includes sheet masks with gentle ingredients, suitable for children to use alongside their parents or on their own.
Of course, critics flocked to the brand’s Instagram comment section, decrying every aspect of the launch. “Horrified,” one commenter wrote. “Nope,” said another. To add fire to the fuel, Glamour Magazine’s Senior Beauty Writer, Ariana Yaptangco, penned the piece “Shay Mitchell’s Kid Skin Care Line Isn’t That Deep. Neither Was Your Childhood Beauty Obsession.” It was met with similar criticism on social media, with some commenters simply writing: “Just, don’t.”
