Kim Kardashian's new beauty brand, KKW Beauty, is already causing controversy. Its products aren't even available yet, but its promotional images have already been blasted for potential blackface, which Kim attributes to a tan.

Little did we know, that controversy was only the beginning.

Leading up to its big launch day, KKW Beauty has released more images of the contouring kit in action.

Kim even enlisted four models of different skin tones to show each kit's abilities. Here's the Light shade:


And Deep Dark:

Whoa, whoa whoa. Hold the phone. Are these models Kim's definition of "Dark" and "Deep Dark" skin tones?

Because while this model is Black, she's still VERY light to be donning a shade made for "Deep Dark" skin.

Colorism is real, and you're looking right at it.

In fact, Kim appears to be darker in her promotional photos than the darkest-complected model cast!

And that's not making a great case for her denial of blackface via Photoshop.

Obviously, the internet had some thoughts on this.

Mainly: "Kim, girl, why?"

And: "this is a damn disrespect."

Kim's dark-skinned Black fans are probably going to have to miss out on this drop until she expands her shade range.

Although it's laudable for Kim to attempt diversity with this brand, it's still a damn mockery to call a light-skinned Black Woman "Deep Dark."

Calling that shade "Deep Dark" implies that that shade is definitely the darkest shade she could have potentially created. What could she name her new, darker, shades — if she creates any — in the future? Even Deeper Deep Dark? Deepest Deep Dark? The Damn Darkest Deep Dark?

Here's hoping Kim will get it together and introduce more shades down the line — every skin tone deserves amazing makeup.

photo: Giphy

She certainly has the budget and power to do so. Sigh.

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