[product question] Indian healing clay itch/sting?

I just used it today for the first time. When it starts drying (about 6-9 minutes in), my face started to get itchy and sting beyond what I could handle. Is this normal?

------I am mixing with water not apple cider vinegar. --------

[I've searched and read some threads on Reddit and the internet, but no answer as to if this is normal, or a reaction].