STILA, THE MAKEUP brand responsible for making some of the best liquid eyeshadows of all time, were caught rapid photoshopping their models.

The brand released some promotional images for their Little White Lies collection, due to hit the states early next year. However, when Christine from beauty blog Temptalia uploaded a blog post on the new launch, Leesha from XSparkage was quick to notice the similarities. 

Can’t see the video? Click here.

Where the eyeshadow looked patchy on one, it also looked patchy on another. Where eyebrow hairs looked stray, they looked exactly the same on the other model.

Instead of individually swatching the shadows, Stila photoshopped every colour on to the model’s eye.

It gets worse: instead of hiring a light-skinned model to use the shadows on, Stila digitally altered a dark-skinned model’s skin so as to make it seem that the product was tested on two different skin shades. 

Stila have since apologised, saying: “We apologize that an unapproved image which was not reflective of the brand or collection was recently featured. It was a creative mistake and we acknowledge it was a mistake on our part and should not have happened.

The final campaign did include two models – images from photo shoot above – which is what should have been released. Over the next few days we will be sharing a full range of images from the campaign that truly reflect what we stand for.

As a brand we support all ethnicities and skin tones to celebrate individual beauty and apologize if our creative was not representative as such.”

The incident follows a worrying pattern of “digital blackface” by brands at the minute. Earlier this year, Becca were caught out photoshopping the skintone of their models. 

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