Shay Mitchell’s children’s skincare launch sparks backlash from social media

Actress-entrepreneur Shay Mitchell is encountering widespread criticism following the announcement of her new children’s skincare brand, reportedly named Rini, as the industry questions whether skin care routines for young children are truly necessary. Mitchell, who has previously celebrated her beauty-driven lifestyle and many-step routines, now appears to be funneling that ethos into a younger demographic, a move that has raised eyebrows among dermatologists, parenting groups and beauty-skeptical social media users.

Supporters of Mitchell argue that children’s skincare may fill a gap where simple gentle products are needed, especially for sensitive or dry skin. Others, however, point out that the industry already offers hypo-allergenic creams, spf lotions and dermatologists’ recommendations and question whether a celebrity-led brand adds any true value beyond marketing appeal. One worried commenter said, “It’s actively harmful to be using skincare products on children’s skin… children’s skin is not yet fully developed and adding product to it can cause harm.”

The timing of the launch also triggered debate. Mitchell’s existing brand portfolio includes travel and lifestyle lines, and now the move into kids’ skincare was viewed by some as a calculated expansion rather than a purpose-driven product. Critics accused the initiative of leveraging parent guilt and emerging trends in “kid beauty routines” rather than any pressing dermatological need.

In addition to questions of necessity, experts highlight risks: children’s skin differs hormonally and structurally from adult skin, and introducing active ingredients or complex routines at an early age may carry long-term consequences. The criticism centres not only on the product idea but on the cultural message it sends, that even young children require beauty maintenance.

Mitchell has yet to respond publicly to the backlash beyond the initial launch announcement. As social media reaction ramps up and parenting forums mull over the brand’s implications, the story exemplifies how celebrity-backed beauty ventures aimed at children can trigger broader discussions about childhood, image and commercialisation.