Are you ever too young to begin a skincare routine? Apparently not, according to actress Shay Mitchell, who starred in “Pretty Little Liars,” and launched a line of skincare for kids that looks like it targets three-year-old toddlers.

Mitchell announced her new brand, Rini, on Instagram, posting:

“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.”

Mitchell created Rini with co-founders Esther Song and Matte Babel, shown in the photo above with their children. The founders collaborated with leading pediatric chemists and laboratories in South Korea to create their first products for kids, sheet masks. 

Rini’s Everyday Facial Sheet Masks include:

• Hydrating Hydrogel Facial Mask—infused with Vitamin B12, Glycerin & Red Algae Extract
• After-Sun Hydrogel Facial Mask—with Aloe Vera, Chamomile & Wild Yam
• The Animal Collection—These masks will make kids look like they’re playing dress-up, wearing the Panda, Puppy, or Unicorn mask. The masks feature hydrating White Tremella Mushrooms.

Packaging Designed by Kids

Cartoon animals adorn Rini’s sheet mask packaging, and convey the mask design. The products, and paper pouches, will no doubt appeal to pint-size beauty shoppers.

Mitchell recruited her daughters, along with Song’s, as an unofficial “focus group.”

Mitchell explains in an interview with Elle, “We asked our girls what animals they would want, or ‘If you could be a little animal, what would it be,’ and we actually had a long list, but we couldn’t do 50 of them. We narrowed it down to the three.” The kids chose a panda, a puppy, and a unicorn to feature on the packaging.

More About Rini—Skincare for Kids

The name Rini means “children” in Korean and represents kids ages two to teenagers. Rini states that the brand “embodies the philosophy of Korean beauty, reimagining children’s skincare and play through proven ingredients, and thoughtful formulations.”

Whatever you may think about beauty brands marketing to toddlers, Rini aims to promote creativity and having fun with makeup. The brand is “for Little Faces with Big Imaginations,” it states. “For parents, it’s peace of mind. For kids, it’s safe self-expression.”

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