Shay Mitchell’s new skincare line for kids is getting blasted online

“Pretty Little Liars” alum Shay Mitchell is facing backlash after launching a skincare line designed for children.

Mitchell, who played Emily Fields on “Pretty Little Liars,” co-founded the brand with her pal Esther Song and her partner, Matte Babel. The company’s name, rini, comes from eorini, the Korean word for “children.”

“We created rini because we wanted products that are gentle, trustworthy, and inspire creativity. Elevated by Korean innovation, rini is where skincare meets play — a world where kids can dream, transform, and explore with dermatologist-tested products parents trust,” the rini website reads.

The brand launched earlier this month with the introduction of its first product: a line of face masks, some of which are shaped like animals. In a video shared to rini’s official Instagram account, Mitchell said the inspiration came from her six-year-old daughter, Atlas, asking to do face masks with her. The actress shares Atlas and 3-year-old daughter Rome with Babel.

“The ingredients in these [adult] masks are crazy. They actually shouldn’t be used for kids at all,” Mitchell said. “If you don’t need the added chemicals, then why have them in?”

While face masks are the only product currently available on rini’s website, Mitchell and Song teased they’ll soon be releasing a healing ointment, foaming body wash, and a daily barrier cream. Instagram users flocked to the comments section to share their concerns about marketing skincare products to children.

“As a Pediatrician, this is extremely concerning. Kids do not need those kinds of products, and this is actually sending the wrong message to them, teaching them that they do need extra ‘stuff’, that they are not okay as they are. I’m still puzzled, and worried,” one person wrote.

“Skincare for kids, especially toddlers, is completely unnecessary and can even be harmful to their developing skin,” another commented. “Children don’t need skincare routines, they need protection from misleading marketing.”

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“Call me crazy, but the only thing we should be putting on kids faces is sunscreen,” a third person chimed in.

NJ.com has reached out to Mitchell for comment.

Rini is continuing to promote its products with no mention of the negative reactions on social media. Three days after sharing the brand’s first Instagram post, rini uploaded another video of Mitchell and Song discussing their commitment to a “safe, fun and simple way to gently nourish developing skin.”

The comments section once again flooded with concerned consumers questioning why we can’t “let kids be kids.” But not everyone is vehemently opposed to rini’s mission.

“See I’m literally all for this!! My daughter loves (for FUN) putting play makeup on or using her lotion as a pretend mask like mommy. I’d rather her use something like this with safe ingredients than something with harsh ingredients like most kids products,” one person commented.