Pretty Little Liars actress Shay Mitchell has faced a backlash after she launched a beauty brand aimed at children aged three and above

With 35 million Instagram followers, Shay Mitchell's latest business venture was likely to be a huge success. However, her latest project - a beauty brand for toddlers - has been hit with fierce criticism.

A Hollywood star with a lot of influence, Pretty Little Liars actress Shay - who played Emily in the mystery thriller drama series - and Esther Song have created rini, a beauty brand they claim marries gentle skin care and play for children aged three and above.

A mum herself, Shay, 38, - who has daughters Atlas Noa, six, and Rome, three - says she was inspired to create her new range by her children's constant requests to be involved in her beaut

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