Activist and entrepreneur Shay Mitchell, alongside her long-standing associate Esther Song, is venturing into the children's skincare market with the introduction of their new brand, Rini. This initiative was born from their personal experiences as mothers, facing challenges such as safely removing face paint or dealing with sunburns on their children's delicate skin. Their quest for dependable children's skincare solutions led them to identify a significant gap in the market, prompting them to create products that cater specifically to these needs.
Scheduled for a November 2025 launch, Rini is poised to offer a range of clean face masks, including hydrogel varieties. These products, manufactured in Korea, are formulated with ingredients vetted by the Environmental Working Group (EWG) and are free from synthetic colors, harsh chemicals, or detrimental dyes. Designed for children aged three and above, they are also gentle enough for sensitive skin. Mitchell and Song underscore their commitment to transparency, aiming to alleviate the burden on parents by ensuring every Rini product is thoroughly researched and trustworthy, reflecting their own parental standards.
Beyond addressing practical skincare needs, Mitchell and Song are leveraging Rini as a platform to impart valuable life lessons to their children. They encourage their daughters, Atlas and Rome (Mitchell's children), and Paloma (Song's daughter), to be actively involved in the brand's development, from product testing to participating in photoshoots. This hands-on approach allows the children to witness the dedication and effort required to bring an entrepreneurial vision to life. This endeavor also highlights the importance of pursuing one's passions and maintaining a balanced life, where personal and professional aspirations can coexist, supported by a strong network.
Ultimately, the journey of establishing Rini exemplifies how personal challenges can ignite innovative solutions, particularly when rooted in a desire to nurture and protect the next generation. It underscores the power of dedication and the significance of building a supportive community, allowing individuals to pursue their dreams while prioritizing their roles as parents. This venture is a testament to embracing imperfections, allowing oneself grace, and finding joy in all aspects of life, thereby becoming a more effective and fulfilled individual.
