Tanning company accused of selling 'blackface in a bottle'

Founder Emma Patissier Alm has responded to the backlash

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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". 

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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. 

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"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? 

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