Swedish fake tan brand Emmataan has received some criticism after people began to notice that some of the shades were really dark.
With shades like ‘chocolate’ and ‘onyx’, people are of the opinion that Emmaatan is peddling dark skin, instead of a summer holiday glow.
People have expressed their views on several social media platforms with one Tumblr user writing: “Th-that’s that’s my skin color in a bottle. Wh-why…I don’t know whether to cry or rage”.
The owner of the fake tan brand, Emma Patissier Alm, took to Instagram to explain the ethos behind Emmaatan.
In a lengthy post which you can read in full here, the owner of the salon and brand expresses her views on the situation.
An extract from the post reads: “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!”
Emmas asked people to reconsider and stop calling names but some of the comments left underneath the post suggested that not everyone was satisfied with her response.
One Instagram user called it a “ridiculous” spray tan while another said that the product is “blackface” and an apology is needed.
