How could you, ColourPop? The cosmetics company has long been a fan favorite for their quality products and reasonable prices, but now the much-loved brand is coming under fire for being racially insensitive.
ColourPop's missteps revolve around their highlighting and contouring sculpting sticks. While the lighter shades have names like "gummy bear" and "Venice," the names for a few of the darker shades - "typo," "dume," and "yikes" - have really rubbed customers the wrong way.
Cosmopolitan reports that while criticism of the brand first started when the products (and the names) were announced back in June, what re-sparked the debate was a tweet by @misspaxjones that really highlighted the stark differences between the names.
An open letter titled "Dear ColourPop, My Skin Is Not a 'Typo,'" by Moyo Ajepe, also contributed significantly in helping the issue gain traction on social media.
"They almost fooled me into thinking, "Finally, here is a budget friendly, high quality makeup that values the diversity of their target audience,' which made me want to spend an extra $20," Ajepe wrote in her essay, which ran in the online teen magazine Affinity. "The names of their sculpting sticks really revealed to me how this company views dark skin."
Many echoed her sentiment, which is probably what prompted the company to change the product names to the much less offensive "Bloom," "Platonic," and "Point Dume," the latter of which was probably intended as a clarification that the original name ("Dume") was meant to reference a beach in California, and not the Urban Dictionary definition of "dume," which defines dume as a very stupid person.
The brand also issued a public apology.
"On behalf of ColourPop, we are sorry and are extremely grateful for our customers' feedback," said a spokesperson for the brand said in a statement to BuzzFeed News. "We have taken immediate action to change the shade names and review our naming process to ensure this does not happen again."
Ok, but is anyone else insanely curious as to what their "naming process" is anyway? Because I'd love to know just how this many people signed off on associating dark skin tones with the word "yikes" in the first place.