Overview
- Rini launched Nov. 6 with five hydrogel and sheet masks priced $5.99–$6.99, sold online with shipping to the U.S., Europe, Mexico and Canada.
- Mitchell co-founded the brand with Esther Song and Matte Babel, saying the idea grew from face-paint removal and sunburn incidents and three years of development.
- Company materials say formulas are manufactured in Korea with EWG-vetted ingredients, dermatologist testing and pediatric toxicologist–facilitated risk assessments.
- The rollout drew widespread social-media pushback over beauty messaging for children, alongside some parental support; no regulatory actions have been reported.
- Products are marketed for ages 3 and up, with the Everyday sheet mask labeled for 4–12, positioning Rini within the broader Gen Alpha skincare trend rather than teen-focused ‘Sephora kids.’