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.
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.
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.
Victoria Sanusi is a reporter for BuzzFeed News and is based in London.
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Rachael Krishna is a reporter for BuzzFeed News and is based in London.
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