The photo stems from her new makeup line, KKW Beauty, which launches next week, although if she wants to sell anything she may want to take the photo down. Social media is accusing the model and reality star of wearing blackface.

“First @KimKardashian starts a beauty line because she is jealous of @KylieJenner fame now kim is sporting blackface in her campaign. Nice,” a Twitter user wrote. Some were a little more blunt: “You aren't black @KimKardashian,” another person tweeted.

Kim definitely is darker in the photo, but some are coming to her defense saying it’s just “contour.”

What do you think? Let us know in the comments below and see some of Twitter’s reaction there as well.