Overview
- Rini launched November 6 with three masks for roughly ages 3 to 12: the Hydrating Hydrogel Mask, the After Sun Hydrogel Mask, and the Everyday Face Sheet Mask in puppy, unicorn, and panda designs.
- Products are sold direct on heyrini.com at $5.99 to $6.99 with shipping available to Europe, Mexico, and Canada.
- Shay Mitchell and Esther Song say the concept grew from real parenting needs like removing stubborn face paint and soothing sunburns, leading them to consult chemists and pediatric experts.
- The brand says formulas are developed in Korea with gentle, dermatologically tested, EWG‑vetted ingredients focused on hydration rather than anti‑aging claims.
- Early reaction includes criticism from some parents who say kids don’t need such products, with experts noting most children need only mild cleanser, moisturizer, and sunscreen, while others see masks as a fun, occasional activity.