Social media has a lot to say about Kim Kardashian’s latest business venture.
Over the weekend, the “Keeping Up with the Kardashians” star’s inclusive shapewear brand SKIMS debuted a collection of face masks available in five colors.
In its post, the label noted that it would donate 10,000 masks to four charities — Baby2Baby, Good+ Foundation, Los Angeles Regional Food Bank, and National Domestic Workers Alliance — to help protect essential workers on the front lines of the coronavirus pandemic.
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NOW AVAILABLE: SKIMS Face Masks in 5 colors at SKIMS.COM. Buy 4 for $25 now and enjoy free shipping on domestic orders, while supplies last. To support the COVID-19 relief work efforts and help protect those on the frontline, SKIMS is donating 10,000 Seamless Face Masks to our charitable partners: @baby2baby, @goodplusfdn, @lafoodbank, and @domesticworkers.
Per the Los Angeles Times, SKIMS’ new product “sold out in less than 30 minutes” after its release.
Despite its success, a number of social media users took issue with one promotional tweet where Kardashian says the masks are available “in 5 shades of nudes.”
Many believe the black model (above) is not wearing a nude mask, but one that is actually black. (On the SKIMS website, the color is labeled as “onyx.”)
After the picture went viral, some slammed Kardashian and her brand as “out of touch” for not dressing the model with what they believe is the right shade of nude.
“The nude shade for the Black model is inaccurate, offensive, and culturally out of touch,” one person exclaimed.
“You literally made the black model’s mask TOTALLY BLACK. You do realize black people aren’t the color black like white people aren’t paper white? The other skin tones are fine but why couldn’t you make a dark brown color?” said another.
“you’d think this family would know shades of black skin tones considering their kids are black too and you’d think by now they would know that this is not a black nude tone but go off kimberly with your profiteering on casual racism......” a different critic wrote.
Others blasted Kardashian for trying to profit off of the world’s global health crisis.
“I'm so ------- done with Beverly Hills residents who like to make profits over everything even a ------- Pandemic and get away with their stupid racist products because there are people in this world who love to endorse these people and make them richer,” one tweet read.
“I’m sorry but it’s repulsive how many companies are trying to profit on people desperately trying to save their lives. These ‘masks’ most likely won’t do ----, and yet people are just looking for a buck. Disgusting people,” read another.
Drama aside, SKIMS donated $1 million in March to families affected by COVID-19.
“I am so grateful to all of you who have supported SKIMS since we first started six months ago,” Kardashian said in a statement at the time. “It’s been a dream of mine for so long, and has only been possible because of your love for what we do. Our six-month anniversary has fallen in the middle of a global crisis so more than ever, it’s our responsibility to give back and do what we can to help others.”