Urban Decay come under fire for a Tweet that seems to mock mental illness

We’re hoping this was simply a case of human error.

Cosmetics brand Urban Decay are facing a lot of negativity on Twitter today after they posted an image promoting their All Nighter Liquid Eye Liner. The image is of a wrist with multiple thin lines of swatches and the caption reads: “Ready for some Razor Sharp Swatches, UDers?”

Ready for some Razor Sharp Swatches, UDers? #UDAllNighter pic.twitter.com/mo7XXGTb2I

— Urban Decay (@UrbanDecay) August 24, 2016

Users were quick to point out the connotations of the word razor and the think lines on the wrist that could be perceived as cut marks. The image could be triggering for anyone suffering from self-harm.

@littlemisstwita @UrbanDecay Your product's marketing is your image. Making crude jokes - even unawares - is damaging to your PR. — Little Prince Vyse (@VyseWhitefang) August 24, 2016

@UrbanDecay UD seriously why did you have to draw comparisons to self harm?? It isn't trendy or cool it 's a product of mental illness?

— Sophie (@Sophie_mfc) August 24, 2016

@UrbanDecay ....i really hope that wasn't a self harm joke. — St. Kinkshamer (@sanguosanctus) August 24, 2016

hey @UrbanDecay this is p damn gross & also lowkey triggering who tf let this ad get published ??? self harm isn't a joke ????

— portia (@lpk410) August 24, 2016

.@UrbanDecay hey UD, who on your PR was like.. you know what everyone loves? a good self harm joke — ?¿!¡ (@charizarder) August 24, 2016

@UrbanDecay if you can't respect those of us with a history of self harm find this triggering then I'm sorry that you lack human empathy.

— Sophie (@Sophie_mfc) August 24, 2016

.@UrbanDecay like, to be honest i'm just kinda disappointed/weirded out? like your brand just became about 500 times more unattractive to me — ?¿!¡ (@charizarder) August 24, 2016

@UrbanDecay pic.twitter.com/Z6cNufSWYn

— fabiënne (@adaytodemi) August 24, 2016

Other users were quick to defend the brand noting that swatches are usually tested on the forearm.

A photo posted by Urban Decay Cosmetics (@urbandecaycosmetics) on Aug 18, 2016 at 1:27pm PDT

@UrbanDecay The fact that people think this is a self harm joke is beyond ridiculous. This is where/how I test ALL makeup.

— . (@QueenOceanChild) August 24, 2016

@QueenOceanChild idk. I can see how some people may be offended but like.. At 15 I was wearing "orgasm" on my face soooo..... ??? — bipolar barbie (@BipolarBarbie_) August 24, 2016

@UrbanDecay omg don't delete the post, some people think bad of everyone, it's a saying pls don't listen .They are razor sharp swatches ?❤❤

— littlemissstyleguru (@littlemisstwita) August 24, 2016

@UrbanDecay @logangaill the amount of ppl butt hurt over how eye liner is swatched is od pic.twitter.com/NSuXeJJ4Xq — G (@gabsadauskaite) August 24, 2016

What do you think?

Is it a distasteful joke or is this just a mishap? Let us know in the comments or get in touch at [email protected]