Sure, we all love self-tanning. Who doesn't enjoy obtaining a natural sun-kissed glow without the damaging UV rays? Clearly, many, because the tanning industry is booming.
But the industry just took an alarming turn when one Swedish company was accused of selling products that are making customers transform into a whole new race...
Emmaatan, the Stockholm-based tanning company owned by Emma Patissier Alm, is currently facing major backlash for "selling black face in a bottle" with its line of "dark chocolate," "dark ash," and "caramel" spray tans, which are all completely sold out on their website right now.
Many bloggers and Tumblr users are pointing out the major issues with the company. BlackGirlLongHair writes how problematic the Swedish brand is, as "shaming dark skin is a foundational tenet of many beauty norms — not just in the United States, but worldwide."
Clutch Magazine also weighed in on the issue writing that Emmaatan was selling blackness "without the burden." Twitter and Tumblr users agree, with one saying, "It’s funny that they think it’s ok for them to be black but not for black people to be black."
After removing their Instagram account for hours, the company, with 18,000 followers, returned to the social media app to explain Patissier Alm's side of the story.
"I'm in chock (sic) for the response I've gotten and may have responded and commented the wrong way because I expect Ppl (sic) to know how Spraytan works . I've got a lot of feedback and mostly been called 'black face' and racist. Ppl looks (sic) at my pic I've posted and without a blink assuming we desire to look black, I understand why it might seem that way and I apologise for the miss understanding (sic) my pic may have approached."
She continues, "I do feel I need to explain the factor of a spraytan, first of all it never gets black, a lot of my pic is a result of a few sec after applying the tan. fake tan always gets really dark because of the activation of the result of the color...My color isn't going for black it's going for a natural golden tan when you wash it off. I never want my customers to look un natural or to (sic) dark since we usually have a lighter skin tone . You also have to understand I have ppl with dark and pale skin tone and therefore look darker or lighter."
She concludes, "I love all skin types and that's why I think ppl should be able to choose for what they feel good in, as long as you respect ppl around you. I understand a lot of you don't agree with the tan industry but I don't want you to think we want to go for a crazy black tan, we don't! At least not all of us. I can't speak for everyone but I personally are trying to keep it natural. Please reconsider calling ppl names, it's not helping to communicate and trying to understand."
While her intentions might be there, the people of the Internet are still not buying it.
But it looks like the Swedish company is back at it and continuing on after the backlash. Now the question is: will their business boom after all the criticism? We'll have to see.
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