Whites must not go black

A Swedish fake tan firm has sparked outrage with their extremely dark colour which users have branded 'blackface.'

Emmaatan, founded by Emma Patissier Alm, is facing a backlash for its £50 a bottle range, which includes shades like Dark Chocolate and Onyx.

Emma posted a defence on Instagram where he claimed the 'colour isn't going for black' but commenters found the colours and their names in bad taste and argued you 'can't "wear" a race.'

Emma defended the dark shades on the company's Instagram which has 19,000 followers and explained it was a small business which she set up two years ago.

She wrote: '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 spray tan works.

'I've got a lot of feedback and mostly been called "blackface" and racist.

'People looks at my pic 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 my pic may have approached.

'Tanning is very popular these days because of the cancer factor, everybody is talking about how dangerous the sun bed is and therefore looking for a healthier option.

Emma wrote: 'My color 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.

SOURCE