Actress Shay Mitchell surprised beauty lovers when she launched a skincare brand… because while celebrities love entering the oversaturated cosmetics space, her line is geared towards three-year-olds.

Mitchell, 38, announced Rini on Thursday, which targets children who already have naturally baby-soft skin with hydrating and soothing face masks.

The Pretty Little Liars actress and co-founders Esther Song and Matte Babel created Rini because they wanted products that are ‘gentle, trustworthy, and inspire creativity.’

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The co-founders describe the brand as ‘where skincare meets play,’ and its mission is tonurture healthy habits, spark confidence, and make thoughtfully crafted daily care essentials and play products accessible to every family.

The products include everyday fragrance-free, animal themed facial sheet masks for $5.99, which have been crafted from 100 percent pure cotton and include vitamin E.

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

People rushed to social media to slam the ‘dystopian’ and ‘depressing’ beauty concept, saying it was far too early for young children to focus on their appearance.

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Board-certified dermatologist Brooke Jeffytold the Daily Mail, ‘all a child needs at three is sun protection, a gentle cleanser if dirty and lotion’ and explained that ‘these products can damage a child’s skin barrier through irritation and allergy, healthy body image, the environment and not to mention wallets, all for zero benefit.’

Most skincare products are targeted to address specific concerns, like acne or aging.

For babies, all they have to worry about is diaper rash, dryness, and occasionally eczema, which are issues parents can work with a doctor to heal.

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Toddlers certainly don’t need to be concerned about under-eye wrinkles or pesky pimples before they are fully potty trained.

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‘As adults, we want baby-soft, smooth, hydrated skin but as we age, our skin changes in ways counter to this leading us to use skincare products formulated to address these issues and try to return us to a youthful appearance,’ Dr. Jeffy, who is based in Scottsdale, Arizona, explained.

Dr. Jeffy said ‘for the toddler set, parents should stick with brands that at least demonstrate they understand the basic principles of healthy skincare for kids.’

Many online critics worried the unnecessary products could potentially damage their skin barriers, forcing them to rely on pricey products and dermatological treatments for the rest of their lives.

‘The ingredients in the masks themselves are not necessarily damaging but putting any unnecessary ingredients on a child’s sensitive skin is the problem and just exposes them to increased risk of irritation and allergic reaction,’ Dr. Jeffy clarified.

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Another potential issue is the lifestyle these products suggest. The masks are single-use, which is not an environmentally friendly offering.

‘The brand also implies that excessive sun exposure is acceptable by selling an “after-sun” mask with no mention of the importance of photo-protection when sunburns in childhood significantly increase risk of skin cancer later in life,’ the teen skincare expert advised.

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Mitchell has certainly had far successful entrepreneurial efforts in the past, especially after founding the wildly popular luggage brand Evilwhich has been a hit with travelers.

However, her current endeavor appears to be of a miss than a hit, especially as the backlash rages on social media.

After Mitchell shared an Instagram post with pictures of small children wearing the face masks, one follower told her there was still time to delete her post.

‘This less is approach is crucial because a child’s skin tends to be much sensitive and easily irritated by products than adult skin,’ Dr. Jeffy warned.

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