Forget about Sephora tweens — have you heard about Sephora toddlers? Apparently Shay Mitchell has. On Thursday, the Béis founder announced that she’s entering another market by launching a skin-care brand for children. Rini , a name derived from a Korean word for “child,” calls itself “a new kid-first brand where skincare and play meet innovation,” according to a press release. Mitchell’s “longtime friends and parents” Esther Song and Matte Babel are also founders.

In an interview with Elle , the luggage-brand CEO said the idea struck when she couldn’t figure out how to remove her daughter’s face paint after dance camp. “We’re paper-toweling her face with water to try and get it off. I don’t know what was in this paint, but it stayed on — that stuff, it was really, really strong

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