Emma Patissier Alm, of Sweden, owns a tanning service called Emmaatan. Alm promotes her service heavily on Instagram.
Emmaatan sells various shades with names like "Coconut", "Caramel", and "Chocolate".
Recently, social media users stumbled across a photo of a model wearing a tone called "Dark Ash". The photo quickly went viral.
They wilding at the tanning salons
Commenters pointed out that "Dark Ash" appeared to look a lot like blackface.
As the photos spread across the internet, the reactions were pretty split between confusion, disbelief, and outrage.
@GirlxBye what about their face? They just gone use a foundation 14 shades darker or?
Before I read the tweet I thought the on on the left was a black person oh my god https://t.co/90U7lT52zi
This is so wrong and so disturbing on so many levels what the hell https://t.co/5SOhMgEcAU
@GirlxBye why they out here lookin like this
@GirlxBye THIS IS FUCKED UP ?????!!!!
okay but this is essentially blackface??? https://t.co/htaHJWFmlT
Can we talk about this disgusting, racist bullshit account and product?! emmaatan_ https://t.co/pEyZhQweJ7
look @ what kylie jenner is making these white girls do.. this is literally so sad+disgusting https://t.co/wwPw5Qs6bf
@GirlxBye @INeedja_Kadeeja
@GirlxBye
Alm posted a comment on a now-deleted photo on Thursday in which she said she "didn't believe" the shade was racist, because "most of us have a pigment and uses it their own way".
It didn't do much to calm people down. Her Instagram account, which has over 16,000 followers, is now set to private.
