(NewsNation) — "Sephora kids" put a spotlight on skincare for teens and tweens, but one actress is expanding the beauty industry to include toddlers.

Shay Mitchell, best known for her roles in "You" and "Pretty Little Liars," on Thursday launched her new brand, Rini, a skincare line developed specifically for children.

Ahead of the launch, Mitchell posted a picture of a young girl with a beauty face mask on, teasing her new product. "Something gentle, something new," the caption read.

Social media users took to the comment section, with some enraged over today's beauty standards.

"I thought this was an awareness campaign about the unrealistic beauty standards kids face, not an actual ad for kids’ skincare. Heartbreaking and horrifying," one person commented.

Another said, "I struggle

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