Following a series of buzzy launches in skin and play, Shay Mitchell‘s kid-first brand Rini is entering the bath and body category.
Titled Daily Care, its latest collection opens with three products: the Daily Barrier Cream, the Face and Body Lotion and the Foaming Face and Body Wash. Available now on heyrini.com, all three essentials are enriched with naturally derived ingredients safe for sensitive skin barriers. Prices range from $19.99 to $24.99, with the Barrier Cream being the high-priced offering.
Like the brand’s existing products — the Hydrating Hydrogel Mask, the After Sun Hydrogel Mask, the Everyday Face Sheet Mask, the Face and Body Crayons and the Full Face and Eye Wipes — this launch was motivated by the parenting experiences of Mitchell and her cofounder Esther Song that revealed white spaces in the market.
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“The cream came about because Esther and I both didn’t have products that we felt great about,” Mitchell told WWD. “I was sick, as was Esther, of having to go and feel like a chemist myself by breaking down everything. I already do that with food and snacks that they consume, I don’t want to have to do that with every single product and have to go to different sites and then look something up.”
Children’s bathwash is also “heavily scented,” noted Mitchell, and several leave a film on the skin that requires her to double cleanse her kids, which, in turn, prolongs their night routine. “This is already a long stretched-out routine that majority of the time I love, but let’s be honest, I’m not trying to have a two-hour routine every time,” she said.
Rini’s new Face and Body Wash is designed to solve this issue, with nourishing, non-stripping ingredients and a 17-amino-acid complex that’s formulated to support the skin’s Natural Moisturizing Factor. Parents curious about the specific benefits of this product, and others by Rini, can find ingredient details under the brand’s Formula Facts tab online.
“We’re in the business of care, and that’s what this is, just making the daily essentials that are already out there done a little bit better. Our intention for the future of Rini is creating products that kids are already reaching for that we can know and feel good about when they do get them,” Mitchell explained.
Despite the Gen Alpha beauty controversy that erupted in the wake of its late 2025 debut, Rini’s brand announcement alone generated $4.2 million in media impact value in the first week, with its top post garnering $238,000. Since then, Rini has seen an increase in repeat purchases, and given its steady spike in consumer retention, the brand decided to increase the production quantity of the Daily Care collection, anticipating the three-product line will make up most of its revenue moving forward.
Looking beyond the beauty industry, Rini will be joining forces with the Children’s Hospital Los Angeles, where Mitchell once volunteered during her “Pretty Little Liars” days. As part of this partnership, the brand will show up inside and outside the hospital walls, planning programs to help support affected families.
