Cry in pain while dressing

Hi, first time mommy here. My 3mths old LO suddenly hate dressing, she always cry like in pain everytime dressing after bath and wipe body. She cry like really in pain, i dont know what to do. She was ok previously, never cry. Once she turned 3mths old she become keep cry. Is it normal? Routines, room temp, lotion, shower gel, oil all never change since she was born.