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

kkw beauty
photo: KKW Beauty/Instagram

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!

kkw beauty
photo: KKW Beauty/Instagram

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

Obviously, the internet had some thoughts on this.

kkw beauty
photo: KKW Beauty/Instagram

Mainly: "Kim, girl, why?"

kkw beauty
photo: KKW Beauty/Instagram

And: "this is a damn disrespect."

kkw beauty
photo: KKW Beauty/Instagram

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

kkw beauty
photo: KKW Beauty/Instagram

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."

kkw beauty
photo: KKW Beauty/Instagram

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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