<\/p>\n
\u201cPretty Little Liars\u201d alum Shay Mitchell is facing backlash after launching a skincare line designed for children.<\/p>\n
Mitchell, who played Emily Fields on \u201cPretty Little Liars,\u201d co-founded the brand with her pal Esther Song and her partner, Matte Babel. The company\u2019s name, rini, comes from eorini, the Korean word for \u201cchildren.\u201d<\/p>\n
\u201cWe created rini because we wanted products that are gentle, trustworthy, and inspire creativity. Elevated by Korean innovation, rini is where skincare meets play \u2014 a world where kids can dream, transform, and explore with dermatologist-tested products parents trust,\u201d the rini website <\/a>reads.<\/p>\n The brand launched earlier this month with the introduction of its first product: a line of face masks, some of which are shaped like animals. In a video<\/a> shared to rini\u2019s official Instagram account, Mitchell said the inspiration came from her six-year-old daughter, Atlas, asking to do face masks with her. The actress shares Atlas and 3-year-old daughter Rome with Babel.<\/p>\n \u201cThe ingredients in these [adult] masks are crazy. They actually shouldn\u2019t be used for kids at all,\u201d Mitchell said. \u201cIf you don\u2019t need the added chemicals, then why have them in?\u201d<\/p>\n While face masks are the only product currently available on rini\u2019s website, Mitchell and Song teased they\u2019ll soon be releasing a healing ointment, foaming body wash, and a daily barrier cream. Instagram users flocked to the comments section to share their concerns about marketing skincare products to children.<\/p>\n \u201cAs a Pediatrician, this is extremely concerning. Kids do not need those kinds of products, and this is actually sending the wrong message to them, teaching them that they do need extra \u2018stuff\u2019, that they are not okay as they are. I\u2019m still puzzled, and worried,\u201d one person wrote.<\/p>\n \u201cSkincare for kids, especially toddlers, is completely unnecessary and can even be harmful to their developing skin,\u201d another commented. \u201cChildren don\u2019t need skincare routines, they need protection from misleading marketing.\u201d<\/p>\n READ MORE: <\/b>Did this \u2018White Lotus\u2019 star just throw shade at Sydney Sweeney?<\/b><\/a><\/p>\n \u201cCall me crazy, but the only thing we should be putting on kids faces is sunscreen,\u201d a third person chimed in.<\/p>\n NJ.com has reached out to Mitchell for comment. <\/p>\n Rini is continuing to promote its products with no mention of the negative reactions on social media. Three days after sharing the brand\u2019s first Instagram post, rini uploaded another video<\/a> of Mitchell and Song discussing their commitment to a \u201csafe, fun and simple way to gently nourish developing skin.\u201d<\/p>\n The comments section once again flooded with concerned consumers questioning why we can\u2019t \u201clet kids be kids.\u201d But not everyone is vehemently opposed to rini\u2019s mission.<\/p>\n \u201cSee I\u2019m literally all for this!! My daughter loves (for FUN) putting play makeup on or using her lotion as a pretend mask like mommy. I\u2019d rather her use something like this with safe ingredients than something with harsh ingredients like most kids products,\u201d one person commented. <\/p>\n If you purchase a product or register for an account through a link on our site, we may receive compensation. By using this site, you consent to our User Agreement<\/a> and agree that your clicks, interactions, and personal information may be collected, recorded, and\/or stored by us and social media and other third-party partners in accordance with our Privacy Policy.<\/a><\/span><\/p>\n