"Their curiosity and all the little moments that made me realize how early it starts from birthday parties and face paint to wanting to do 'what mommy does' with her face masks... It was only a matter of time,"
"Rini isn't about beauty - it's about self-care. About teaching our kids that taking care of themselves can be fun, gentle and safe."
"I have a lot of questions," Shay continued, "as I'm sure you both do when anything involves our kids - with what they eat and what they put on their skin. So I didn't think this would be anything different. But this came from my experience being a mom, having two girls myself and seeing that there wasn't anything out there I felt safe enough putting on their skin when they wanted to share in on this moment that I do."
Rini was co-founded with Esther Song and offers playful products like hydrogel facial masks and animal-design sheet masks for children as young as three. The brand was inspired by Shay's two daughters, Atlas and Rome, observing her skincare routine and wanting to participate in similar rituals. The brand frames the products as self-care rather than beauty, aiming to teach gentle, safe routines. The launch provoked criticism over the necessity and potential promotion of harmful beauty standards for children. Shay responded that products for kids warrant conversation and presented Rini as an age-appropriate, soothing option that fills a perceived gap.
Read at BuzzFeed
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