In the US, the new brand Rini has launched with an innovative approach to children's skincare: it develops dermatologically tested, affordable products that incorporate playful elements. In collaboration with laboratories in South Korea, the brand focuses on formulations that exceed the requirements of the EU Cosmetics Regulation and are backed by clinical testing. Rini is launching its first hydrogel face mask specifically for children. The five-part launch line includes moisturising and after-sun versions as well as cotton sheet masks for daily use with animal motifs. The formulas are largely based on natural ingredients such as aloe vera, white tremella mushroom extract and vitamin B12. Each mask is divided into two parts and is designed to adapt to different face shapes. Rini products are designed to protect and soothe children's skin and support regeneration.

Born out of everyday experiences

The concept was developed by three long-time friends and parents, Shay Mitchell, Esther Song and Matte Babel, based on everyday situations in which children came into contact with make-up that was not intended for their sensitive skin. "The idea for Rini was born when we realised that the products we wanted for our children simply didn't exist," says Shay Mitchell. "It's about encouraging their imagination and self-confidence while knowing that the products are carefully tailored to their skin," adds Esther Song. Developed in collaboration with leading paediatric chemists, Rini is based on the principles of Korean cosmetics: clear formulations, high safety standards and innovative manufacturing methods. Rini – a colloquial Korean word for children – aims to offer them a safe way to express themselves and parents a reliable range of care products.

Full range planned for 2026

All products are vegan, fragrance-free and suitable for sensitive skin. This means children can play carefree and their parents can rest assured. Production takes place entirely in Korea. Dermatological testing is carried out in the USA. The brand publishes the results in "Formula Facts", an information service for consumers who value transparent and safe innovations. A complete collection of care products for children is expected to be available from summer 2026.

Source: Rini