Most people scrolling through Facebook have seen a friend advertise for direct sales companies by sharing personal testimonials of how much they love a product.

But as Australia’s Yahoo 7 Be reports, a social media user was left infuriated by one woman’s attempt to promote mascara from Younique cosmetics by sharing the results of applying it to her baby.

In a post on Facebook, the woman reportedly wrote: “When your baby girl has AMAZINGLY LONG lashes you make them even longer with your Younique 3d fiberlash mascara! BAMM! SUPA LONG LASHES <3”

The photo, which was shared in the subreddit group “AntiMLM” (anti-multi-level marketing), brought forth a discussion about applying makeup to a young child for marketing purposes, which many commenters found inappropriate.

Some redditors were disturbed by the woman’s apparent makeup application in an attempt to show the product’s efficacy. As the top comment read:

Holy f***! Why the actual f**k would you put make up on a baby and why the holy s******g f**k would you plaster that poor babies eyes over social media like it’s a good thing?!?

Another asked why a child needed long eyelashes in the first place:

Why would a child need ‘SUPA LONG’ eyelashes??????

Other commenters expressed their concern of putting a child in unnecessary pain in order to sell a product:

I’m pretty sure I’m about to cry right now because I feel so bad for this poor baby. Like who the f**k would do this? Don’t f*****g do this to a child for f**k sakes. I have nieces and a nephew and NEVER in a million years would I dream of doing this to them. The babies (sic) eyes are so red, irritated, and they look miserable. I hope to God that something is done.

Another agreed that the baby was obviously distressed:

Her nose is red in the first pic and she looks pretty upset, so I definitely think she was crying. But the stupid fibers probably irritated her eyes too. It’ll also hurt her trying to get that crap off.

Commenters contended the woman’s use of mascara and glittery eye shadow on her child to promote Younique mascara had gone too far.

One redditor claimed the mother had already received backlash over her post, and Younique had been been alerted to the controversial photo. As the redditor explained:

This was originally posted in a mom group I’m in on Facebook. People dragged the living hell out of the woman. It was brutal (but obviously deserved). She tried saying over and over it was just the filter on her camera making the little one’s eyes red which was b******. She eventually left the group but several people contacted Younique about it, but all they got was some bullshit cover their a** response. “Our mascara is all natural but we do not recommend use on children, we are not responsible for what our independent consultants do blah blah”. It was all pretty crazy.

And given the purpose of the subreddit group, while many were quick to criticize the products being promoted, one commenter surmized it wasn’t the company that was the issue:

“This should not have happened. That poor baby! I don’t think it’s as much MLM problem as it is a parenting problem. Take away all MLMs and I am sure this mom would find a way to get attention through her kids.”

Younique is a direct sales company that offers women opportunities for personal growth and financial reward, according to the company website.