Mitchell says the idea was sparked when her now-six-year-old daughter, Atlas, asked to do a sheet mask like mommy, but Mitchell couldn’t find one with ingredients she felt comfortable allowing. For the debut, Rini offers two types of made-in-Korea sheet masks: animal-shaped, serum-infused cotton masks and shimmery hydrogel ones, which come in an aloe after-sun version and a hydrating one with glycerin and vitamin B12.

There’s a “capitalist ick” factor to this, as my friend wrote in her angry texts. Online, commenters didn’t mince words, calling the move “extremely concerning,” “disgraceful” and a “huge, HUGE miss.”