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Shay Mitchell is expanding the Rini ecosystem with new products.
The Gen Alpha skin care and play brand, launched late last year, will now offer Face and Body Crayons, as well as Full Face and Eye Wipes. Available in packs of four (silver, pink, purple and blue), the crayons, $24.99, are hypoallergenic, fragrance free, dermatologist-tested and formualted with natural sunflower wax, without any harmful synthetic dyes. The wipes, $9.99, are designed to remove the crayon, as well as dirt, sunscreen or face paint. Made from 100 percent biodegradable bamboo and infused with Vitamin B5 and Vitamin E, the plant-derived cleanser inside each sheet is said to be safe for even the most delicate skin, ages 2 and up.
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Rini Face & Body Crayons
Price upon publish date of this article: $24.99
Rini Full Face & Eye Wipes
Price upon publish date of this article: $9.99
In a statement sent exclusively to WWD, cofounder Esther Song said the dual 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.”
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Named after the Korean slang word for “kiddo,” Rini is the product of the parenting experiences of Mitchell, Song and Matte Babel that revealed a need for clinically approved and dermatologist-tested skin care innovations for children. One instance, in particular, was when Song’s daughter got her face painted at her birthday party. “Shay and I saw firsthand how difficult it was to gently remove face paint from kids’ skin,” Song said.
“Rini is dedicated to meeting kids where they are, designing products where fun meets function and applying the same thoughtful innovation standards across everything we create. Our 2026 pipeline remains firmly rooted in that mission,” she continued.
The brand already offers a Hydrating Hydrogel Mask, an After Sun Hydrogel Mask and an Everyday Face Sheet Mask, which comes in three designs — a puppy, a unicorn and a panda. Formulated in South Korea with natural, nonirritating ingredients suitable for sensitive skin, the face masks are infused with hydrating and calming ingredients such as Vitamin B12 and aloe.
Gen Alpha‘s interest in beauty has grown in the past few years. Jeff Lindquist, managing director and partner at Boston Consulting Group, previously told WWD, “The annual skin care spend per teen is about 30 percent higher than it was five years ago, indicating that routines are forming earlier and becoming more durable.”
Last year, the total category spend outpaced the overall beauty market growth rate, up 23 percent year-over-year, compared with roughly 9 percent for the U.S. beauty market, Lindquist added.