When the skin reacts when getting used to a new skin care routine, it can be due to conditions on the skin or the active ingredients in the product. The skin is a living organ that takes about 6 weeks to adapt to a new skin care routine. It is not abnormal to experience dandruff/itching/bumps or the like for a short period when the skin is introduced to new products, and is getting used to a new skin care routine. The pain should be mild, transient and disappear quickly.
You handle getting used to it like this: Take a short break from the product until the skin is back to normal. Then start with a gradual introduction. Try using the product every other day for a short period, then step up to using the product once a day.
Gradual introduction is especially a good idea if you have sensitive skin.