KYLIE Jenner has been accused of blackfishing in a new photo she shared to promote her make-up line.
Kardashian fans claimed the 24-year-old had visibly darker skin in the shot, in which she showed off a deep tan and slicked-back hair.
Kylie framed her eyes with bold purple eyeshadow and used a purple-brown color on her lips.
The mother-of-two captioned it: "y bronze and mauve palettes drop tomorrow at 9am pst in all-new highly pigmented and easy to blend shades."
Unlike her older siblings, Kylie does not have Armenian heritage. She is Caitlyn and Kris Jenner's second daughter.
Kris has English, Irish, Dutch, German, and Scottish roots, according to Showbiz CheatSheet.
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Caitlyn, a former Olympian, has Canadian and Welsh roots and like Kris, also traces her heritage back to England, Ireland, Scotland and Holland.
Kylie has been accused of blackfishing – which refers to someone pretending to be Black or mixed-race by using things like hairstyling and make-up.
Journalist Wanna Thompson created the term and described it as "White public figures, influencers, and the like [who] do everything in their power to appear Black."
Kylie's critics slammed her for her "disturbing" photo and claimed she's "ripping off minorities".
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One wrote: "This is not okay… she is a white girl. This is blackfishing. I might not have actually known this was Kylie if it weren’t for this sub. Somebody stop her."
Another added: "What kills me is the strategic planning of it all. An art director, make-up artist and photographer all had a meeting and deliberately decided, 'Ok we are going to try to make you look biracial/Latina etc' with this look. And then collective agreement!!"
A third posted: "She wants to be a non-white woman sooo badly it’s disturbing honestly."
Yet another user commented: "Finding another minority to rip off from."
This is not the first time Kylie has been accused of blackfishing.
Back in October, she and her sister Kendall came under fire for showing off significantly darker skin in an Instagram Story.
Weeks later, Kylie again sported an olive complexion and tight black braid while filming herself in the car.
The reality star has been sharing a more candid side to herself since welcoming her second child, a son, in February.
Kylie displayed her natural skin color while getting ready for the Met Gala in an unedited YouTube video last week, prompting fans to urge her to ditch the tan.
It's not just the beauty mogul who has faced accusations of cultural appropriation.
Last month, Kylie and her sisters were accused of "extracting financial gain" from Black people in a scathing Los Angeles article.
The reporter used a quote from Ren Ellis Neyra, a Wesleyan University associate professor of African American studies.
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Ren wrote in the digital magazine Public Books: "The Kardashians are a prime example of multiracial white supremacy.
“A commercial enterprise posing as a family, the Kardashians are hell-bent on extracting financial gain from Black people and Black culture, even as they stigmatize, in particular, Black women through their project of multiracial whiteness.”
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