Rub it in

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Meaning: Do or say something intended to make one feel worse.

Example: I know I paid too much for the car, you don't have to rub it in.

Origin: Short version of "Rub salt in the wound". Salt in an open wound causes it to sting.

Alternatively,

Refers to the action of rubbing a fluid onto an object to make the fluid penetrate. As in rubbing a lotion into skin.

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