“Morning Joe” co-host Mika Brzezinski on Friday sent a stark message to first daughter Ivanka Trump about her complicity in President Donald Trump’s policy of separating immigrant children from their parents.

Writing on Twitter, Brzezinski tried to appeal to the president’s eldest daughter in terms that the Trump family knows all too well: Through the lens of business.

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“Ivanka Trump, your brand is this: Separating babies from their mothers,” she wrote. “Traumatizing children. That is how you will be remembered. Forever.”

/@realDonaldTrump @IvankaTrump your brand is this: Separating babies from their mothers. Traumatizing children. That is how you will be remembered. Forever. — Mika Brzezinski (@morningmika) June 22, 2018

Brzezinski’s tweet echoes statements she made on “Morning Joe” Friday morning when she delivered a blistering condemnation of the president and his staff.

“He will be forever remembered as the president who traumatized little children — that’s his brand now,” she said. “He’s the president who purposefully traumatized babies and children, and he traumatized them for his political gain or to look strong or to look like Kim Jong-un.”

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She also called out the Trumps for only caring that the family separation scandal “looks bad” instead of realizing that it actually is a bad policy.

“He’s pulling back because this is a massive PR failure and whether Ivanka said, ‘Daddy, this doesn’t look good,’ or Trump said that Ivanka said, ‘Daddy, this doesn’t look good,'” she said. “That reporting is fascinating. You know why? Because that’s all they care about — what it looks like.”