Overview
- Rini launched online on Nov. 6 with three face masks — Hydrating Hydrogel, After Sun Hydrogel, and Everyday Face Sheet Mask — priced $5.99 to $6.99 and shipping to the U.S., Europe, Mexico and Canada.
- Products are developed and manufactured in South Korea with ingredients vetted for sensitive skin, with the company citing dermatological testing and compliance with EU cosmetic standards.
- The concept grew from parenting moments like stubborn face-paint removal and a child’s sunburn, with the team saying development spanned roughly three years.
- The rollout drew fast criticism on social media from users who argue kids don’t need skincare and that the line could encourage early beauty norms, as the founders reiterated the brand’s self-care focus in posts and interviews.
- The launch arrives as retailers report growing Gen Alpha interest in skincare, with Rini targeting younger children than so‑called “Sephora tweens” and positioning masking as playful routine time.