Overview
- Mitchell told Today she created Rini from parenting needs and framed the products for ages 3+ as a playful way to soothe and hydrate rather than to address appearance.
- Rini launched with sheet and hydrogel masks made in South Korea using high natural-origin formulas, which the brand says are dermatologist-tested and designed to meet EU cosmetic rules.
- Dermatologists quoted across coverage advise that young children need only a gentle cleanser, fragrance‑free moisturizer and sun protection, and they warn against adult actives and fragranced products.
- The rollout has faced criticism over beauty messaging for kids, while some parents welcome child‑specific options; Kiehl’s posted that the only mask kids should wear is a cardboard one.
- Mitchell says cleansing wipes are the next product, with more items planned by mid‑2026, and there has been no reported regulatory action against the brand.