Shay Mitchell is sparking backlash over the launch of her new brand! The Pretty Little Liars alum announced on Thursday that she created a new company called Rini, which means "children" in Korean, with Esther Song and her baby daddy, Matte Babel. They developed a line of gentle skincare and makeup products - but it is not for adults. No, it is mainly for children! Wow! They already released the first three products: a hydrating hydrogel facial mask, an everyday face mask, and an after-sun hydrogel facial mask to soothe sunburns. Related: Aimee Lou Wood SHADES Fellow White Lotus Alum Sydney Sweeney For American Eagle Answer! Shay posted a picture of a young girl with a face mask on to tease the new skincare line, writing in the caption: "Something gentle, something new." Ch-ch-check it out (below): View this post on Instagram A post shared by Shay Mitchell (@shaymitchell) Most fans are not excited for her new brand, though! Shay, in fact, is facing a ton of criticism in the comments section of the post! Many slammed her for pushing an unnecessary line that they feel promotes unhealthy and harmful beauty standards. They wrote: "I really hope this is just like bath things and sunscreen. Last thing we need is little kids getting more obsessed with unnecessary skincare." "I'm deeply disappointed. Why are we projecting beauty standards onto children now" "Do kids need skincare? Let them be kids ffs" "Absolutely missed the mark. Children don't need skincare!" "This is so out of touch and horrible for children." "This is so unnecessary... why do kids need hydrogel sheet masks?" "Children skincare? This is sick!!!! Leave children alone, OMG" "It's concerning to see a brand feeding this kind of beauty pressure into kids' minds so early. We should be avoiding, not amplifying, messages like that." "There wasn't ONE PERSON who thought this was insane???? NOT EVEN ONE???? Wtf" "I'm here for having skin products that are safe for kids, but there's something so fed up about a little girl in a face mask. Like my goodness it feels like we are pushing beauty standard to completely unrealistic levels. Let kids be kids!" "I literally haven't seen one positive comment here and rightfully so. The only skincare kids need is sunscreen." "This is seriously out of touch and wrong on so many level" "Yikes. Maybe read the room? People are losing healthcare and food benefits...maybe not the best time to sell skin care for toddlers." Yeesh!!! But not everyone hated it! Some supported the idea of having a safe way for children to explore in self-care and loved the thought of bonding with their kids over face masks without any harsh ingredients. Those folks said: "the ones we used as kids were absolutely not good for our skin. If this is gentle and geared for children this makes those self care spa nights so much more fun and mind easing for the parent then wondering what's in it." "as someone who used to like doing face masks with my mom as a kid bc it was just a chill way to bond, this seems adorable" "LOVE so excited for the girls and I to play Spa!" "My girls always want to wear mom's face mask! So cool they will finally be able to wear something that's good for their skin!" Amid all the criticism, Shay took to Instagram again to stress that the products were "inspired by my girls, their curiosity, and all the little moments that made me realize how early it starts." The You star noted they want "to do 'what mommy does' with her face masks," adding: "Rini isn't about beauty it's about self-care. About teaching our kids that taking care of themselves can be fun, gentle, and safe. ... Kids are naturally curious and instead of ignoring that, we can embrace it. With safe, gentle products parents can trust, and sweet moments that bring us closer." View this post on Instagram A post shared by Shay Mitchell (@shaymitchell) What do YOU think of Shay's new brand, Perezcious readers? Do you also find it unnecessary and harmful, or do you think it is a fun idea? Sound OFF in the comments! [Image via Shay Mitchell/Instagram] The post Shay Mitchell Launches Skincare Line For Kids -- Sparking MASSIVE Outrage From Fans! appeared first on Perez Hilton.