Shay Mitchell’s Rini Introduces New Additions to Kids Beauty Line
Actress and entrepreneur Shay Mitchell is taking her Gen Alpha skincare brand, Rini, to new heights. The brand has announced the launch of Face and Body Crayons and Full Face Wipes, targeting children aged 2 and above. The new products, announced exclusively to WWD on February 27, 2026, continue Rini’s mission to create safe, playful beauty products for young consumers.
The newly introduced Face and Body Crayons ($24.99) are available in packs of four vibrant colors—silver, pink, purple, and blue. These crayons are hypoallergenic, fragrance-free, dermatologist-tested, and formulated with natural sunflower wax, eliminating harmful synthetic dyes. Complementing the crayons are the Full Face and Eye Wipes ($9.99), made from 100% biodegradable bamboo and infused with Vitamin B5 and Vitamin E. These wipes are designed to gently remove crayon, dirt, sunscreen, or face paint.
Co-founder Esther Song expressed that the launch “marks the next phase for Rini as we continue building across our two core categories: skin—daily care essentials—and play—safe products that encourage exploration and creativity.” The brand, named after the Korean slang word for ‘kiddo,’ was founded by Mitchell, Song, and Matte Babel after recognizing the difficulty of safely removing face paint from children’s skin.
The Gen Alpha beauty market is experiencing a significant boom. According to Boston Consulting Group, the annual skincare spend per teen has seen a 30% increase compared to five years ago. The total category spend grew by 23% year-over-year, significantly outpacing the overall U.S. beauty market’s 9% growth.
Source: WWD