The owner of a Swedish beauty company accused of selling offensive products has spoken out following a massive internet backlash.
Spray tan manufacturer Emmaatan was heavily criticised earlier this week, after shades including 'black lotion' and 'onyx' were likened to "blackface in a bottle".
Thousands slammed the product for going way beyond a natural sun-kissed look and accused Emmaatan of cultural appropriation - with Clutch magazine arguing that the brand is selling "blackness without the burden".
Tumblr agreed, with one user writing: "It's funny that they think it's ok for them to be black but not for black people to be black."
Now the company's founder, Emma Patissier Alm, has released a statement responding to the criticism.
"I'm a small tanning business in Sweden and I've been working with beauty for 2 years in August," she wrote.
"I'm a hard working owner of emmaatan and love working with beauty cause I get to appreciate all types of looks and figures.
"I'm in [shock] for the response I've gotten and may have responded and commented the wrong way because I expect people to know how Spraytan works .
"I've got a lot of feedback and mostly been called "black face" and racist. People look at my pics I've posted and without a blink assume we desire to look black. I understand why it might seem that way and I apologise for the misunderstanding".
She continued: "My colour 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 unnatural or too 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. 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!"
What do you make of all this?