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This Swedish Fake Tan Company Is Being Accused Of Promoting Blackface

A spokesperson for Emmaatan told BuzzFeed News via email that they were unaware of any controversy surrounding the product.

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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".

All shades have sold out.

All shades have sold out.

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

This is so wrong and so disturbing on so many levels what the hell

@GirlxBye why they out here lookin like this

@GirlxBye THIS IS FUCKED UP ?????!!!!

okay but this is essentially blackface???

Can we talk about this disgusting, racist bullshit account and product?! emmaatan_

look @ what kylie jenner is making these white girls do.. this is literally so sad+disgusting

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.

Contact Victoria Sanusi at

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

Contact Rachael Krishna at

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