In a post that's gone viral on Instagram, Make Up For Ever captioned a photo of its foundation line, "40 shades is nothing new to us."

"Since 2015, the #ultraHDfoundation released 40 shades for everyone’s unique skin tone understanding the difference between red and yellow undertones. With expertise, time and passion — we shall continue to develop and improve our products for pros, for you, for everyone."

Well, *that* certainly sounds like a shady statement directed towards the frenzy over the 40 shades that Fenty Beauty recently launched.

photo: Giphy

And Fenty Beauty fans aren't here for the shade over shade ranges. They immediately swarmed the comments. One fan called out Make Up For Ever for having foundations that make dark skin tones look ashy.

Another called Makeup Forever the "Donald Trump of makeup." This is long-form for: MESSY AF.

A commenter also pointed out that Make Up For Ever isn't a cruelty-free brand, while Fenty Beauty is.

Glass houses, people. Glass houses. 

One of the brand's own customers acknowledged that Make Up For Ever has indeed provided 40 shades, but that it's still about quality over quantity.

One of the most thought-provoking comments was about Fenty Beauty and Make Up For Ever being owned by the same parent company — the perfume and cosmetics group, LVMH.

Issa point — so no matter who we stan for, the same company wins.

Although the Navy clearly had Rih's back, she also showed up to the Makeup Forever shade party with a comeback of her own.

"Lol. Still ashy," she commented on the post. 

She continued trolling with a simple and final "shook" comment.

Mic. drop. 

Word to the wise for companies about shading this new Rihanna-led company in the future: Don't.

photo: Giphy

It's just not a smart PR strategy. Sell makeup by doing the things that great makeup companies do — like make great makeup

Easy peasy.