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While accepting the Cosmetic Executive Women Achiever Award, Lima recalls being told she was "too fat" to sell makeup and rallies for big beauty companies to be more inclusive.

"Our success is proof to the beauty industry that you don't need to use unattainable images of aspiration for women to buy your products," she said. "I think women are tired of seeing images that don't look like them. When it comes to the images of beauty that we see as women, I believe IT Cosmetics is proof that the power of the people is greater than the people in power! It's time for change."

The speech was met with a standing ovation and a lot of positive media coverage, but Jackie Aina was NOT buying it.

Because although Lima preached about inclusivity, Aina says her brand actively excludes people of color.

And she's right: IT's shade ranges are notoriously narrow — and light.

And IT Cosmetics was purchased by L'Oreal in one of the biggest beauty brand acquisitions of all time.

Aina didn't stop there. She immediately Snapchatted about the speech and dropped some serious truth.

"Let me just explain why her seemingly inspirational speech is pretty ironic, contradictory, and actually insulting," Aina began.

"Look, we all know what time it is. We’ve all known for years the darkest shade that IT Cosmetics has ever carried is mud, and deep-dark gray, and casket-prepared, OK. This woman in her speech had the nerve to talk about her experiences because she wasn’t a small woman, because she didn’t have perfect skin growing up — she basically didn’t look like a model; I’m fine with that. She even had the nerve to applaud the beauty industry for recognizing the transgender community; again I have no problem with those things."

"How come you conveniently left out people of color from this conversation? I’m so tired of this fake woke-ness ... I cannot take this woman serious at all."

"This is just the same crap being done in the beauty community being swept under the rug. Now you’re just insulting our intelligence. You’re trying to make yourself seem like you’re inclusive... no you’re not, ma’am. Even the images on her website, like, they’ll always have one token Black girl, and I know you probably have to color correct those photos."

"People of color have been having these conversations for years about being inclusive, [but] WE get the backlash."

"This woman got a billion dollars for basically capitalizing off of what people of color have been teaching and sharing and saying for years, so why was it revolutionary when she did it? She should have been the one taking notes. I’m just so over the beauty community talking about wanting to be inclusive but not doing anything about it."

"You really, REALLY want to be inclusive of the beauty community? Here's what you can do... make products for as many people as you can."

"Two: You have to make it known that your products exist. I don’t want to see just one shade on your Instagram page."

Damn. Take that, beauty world.

photo: Giphy

And beauty brands, start practicing what you preach.

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