Due to customer backlash, popular brand Fenty Beauty's new Killawatt Freestyle Highlighter shade has been pulled before it even hit the shelves.
The new shade, Fenty Geisha Chic, was called out for Asian-target racism, which critics note is often looked over.
Known for having cheeky and fun shade names, such as Mattemoiselle Plush Matte Lipstick in F’N Black, Spanked and Thicc, Fenty is no stranger to creativity. This time however, did not end well for the brand.
Shortly after Fenty posted the new shade to Instagram over the weekend, Estée Laundry (a beauty Instagram account which "airs out the beauty industry’s dirty laundry” questioned the name. Beauty news page, Trendmood, also posted about the launch in a similar fashion.
Following the outrage, Fenty quickly pulled the shade, replying to Estée Laundry with, “We hear you, we have pulled the product until it can be renamed. We wanted to personally apologise. Thank you so much for educating us.”
Estée Laundry praised the brand for its reply, responding with, “We appreciate brands that respond positively to constructive criticism and make changes. Good job on responding to feedback and renaming ‘Geisha Chic,’ @fentybeauty."