Shay Mitchell is being fiercely slammed for launching a skincare brand for children as young as three.

The 38-year-old former Pretty Little Liars actress unveiled her new business, Rini, which targets kids with hydrating and soothing face masks.

Mitchell and her co-founders Esther Song and Matte Babel created Rini because they wanted products that are ‘gentle, trustworthy, and inspire creativity.’

They describe the brand as ‘where skincare meets play.’

Rini hit the market on Thursday morning with a mission to nurture healthy habits, spark confidence, and make thoughtfully crafted daily care essentials and play products accessible to every family.

Products include everyday facial sheet masks, which have been crafted from 100 percent pure cotton and include vitamin E.

These fragrance-free masks are animal themed and are priced at $5.99 each.

Hydrating hydrogel facial masks, which have been infused with vitamin B12, are also on sale at $6.99.

Additionally, shoppers can purchase introductory bundles containing five masks for $29.

According to the website, all Rini products are ‘consciously crafted in Korea’ and are ‘thoughtfully made’ and ‘parent-founded.’

Social media users have been left disgusted at the brand’s ‘dystopian’ concept and they have slammed Mitchell for pushing beauty standards on children, arguing that it is far too early to involve them in skincare.

Taking to Reddit to voice their fury, one raged: ‘Sure, let’s just convince the next generation of children to f*** up their skin barriers at a very young age, thereby ensuring they’ll be reliant on pricey skincare and dermatological treatments for years to come.’

‘God this is so dystopian,’ another commented.

A third simply wrote: ‘Kids don’t need skincare.’

Echoing a similar sentiment, a fourth continued: ‘This is so f***ing depressing, children are already messed up by beauty standards enough as it is.

‘This is so weird,’ continued a fifth. ‘Children should not be concerned about this. They can’t have acne yet.’

Mitchell already has two businesses under her belt.

In 2018, she co-founded the stylish travel accessory brand Béis with Beach House Group – which was included in Oprah’s holiday gift guide this year.

Béis describes itself as ‘luggage you trust to carry your life for the long haul’ and stocks carry-on, check-in, and luggage sets, as well as a range of bags and accessories.

‘When I was younger, I had this one bag that I lugged around with me everywhere until it was falling apart at the seams,’ Mitchell states on the brand’s website.

‘It was full of memories, and I wanted to build something that would be by people’s side in that same way.

‘From coffee runs to flights across the world, our team set out to create bags that empower people to make the big moves in their lives (and to appreciate the little things, too).’

One year later, in 2019, Mitchell co-founded canned sparkling tequila company Onda with Kelli Adams, Max Dworin and Noah Gray.

Mitchell has also partnered with rapid hydration brand HydraLite to launch a lemon squeeze flavor.

The actress teased business ventures in an interview with Bustle in December 2024.

When asked what was on her vision board for the year, she said: ‘ traveling; exciting things with Béis, Onda, and a couple of other business ventures I’m really excited about, which are going to launch next year.

‘If they weren’t on a physical board, they’ve been in my head. I’ve always seen it happening, and I knew these were the next things I was going to do.’