Kim Kardashian accused of 'blackface' in new beauty campaign

Kim Kardashian broke the internet yet again this week when she announced the launch of her new beauty line, KKWBEAUTY, but reactions haven’t all been positive.

Following in the footsteps of little sister Kylie Jenner and her mega-successful Kylie Cosmetics, Kim is making her own range of makeup. The first product in the line is the Crème Contour Kit, which comes in four shades: ‘Light’, ‘Medium’, ‘Dark’ and ‘Deep Dark’.

But while fans seem excited for the makeup itself, the promotional images of Kim wearing her creations have caused a stir on social media, with some users accusing the mother-of-two of “blackface”.

People criticising the photos said that Kim’s skin tone looked a few shades “darker” than usual, either due to using makeup darker than her skin tone, or through the use of Photoshop.

“Black women get told to lighten meanwhile Kim spends her entire career in perpetual blackface and is lauded for her beauty,” one Twitter user wrote.

“She’s never looked this dark in her life please don’t start with ‘It’s a shadow’,” another added.

Other fans came to Kim’s defence, referencing her Armenian heritage and naturally tanned skin.

“Kim Kardashian didn’t do blackface with her KKW promo picture, She is Armenian, which means she has a natural tan,” one user wrote on Twitter.

“People just want to have an issue with Kim Kardashian,” another wrote. “Leave this California tan, almond coloured women alone.”

Follow us on Instagram and Facebook for non-stop inspiration delivered fresh to your feed, every day. For Twitter updates, follow @YahooStyleUK.

Read more from Yahoo Style UK:

Model ‘determined’ to look like Kim Kardashian spends £140,000 on surgery

The real danger of wanting a bottom like Kim Kardashian

Kim Kardashian’s clever hack for breastfeeding a baby while an older sibling is present