TikToker calls the target racist to block out the darker shades of the beauty product

In a viral TikTok, a TikToker beauty calls Target for being racist by putting only the darkest shade of a beauty product in anti-theft cases.

The clip, which was posted by Eli Levi (@elileviofficial) on Friday, features beauty brand Mood Lighting Luminizing Glow Drops from beauty brand Versed, which is a tinted face serum similar to tanning drops. According to the product description, “superfine light-reflecting pigments enhance the natural glow of the skin while smoothing out the appearance of the uneven tone.” The product is available in two shades: pure bronzed and pure golden. The first is a visibly slightly darker shade, but the brand assures that “both shades work well on almost any skin tone and can be mixed together”.

In the clip, the transparent bronzed products are locked in anti-theft cases while the transparent golden ones are left freely on the shelf.

“Objective, please explain to me why the lighter shades are perfectly off, while the darker shades are packaged and sealed,” Levi says in the clip. “This is the height of racism in Target’s beauty section.”

Some commentators agree with Levi: “Yes. They’ve gotten away with it for years. #shoppiccolo. “

“The way I GASPED @target, you have some explanations to do bruh,” wrote one TikToker.

Other commentators defended Target. “I think they lock up all the products that are stolen the most. so if that shade is stolen more, they lock it up. not racism just a statistic “.

“It probably has nothing to do with the shadow, but with the most stolen item. Dark shades cover more than one race or ethnicity. Have you thought about the breed, why? Who? ”She wrote another TikToker.

In the comments, Levi wrote: “if he had not been racist they would have locked up both shades NOT ONLY THE DARKER ONES! You are not passing the vibration check … “

In 2019, a viral photo surfaced showing a Target store shelf with anti-theft devices only on the darker shades of makeup, causing similar controversy.

Stores like Walmart and Walgreens are known to lock up beauty products aimed at people of color. Some felt that this practice was rooted in racist prejudice. In 2018, a black woman named Essie Grundy filed a lawsuit against Walmart because “hair and body products intended for African Americans were locked away behind glass shelves, separate from products for non-African Americans.” She said she felt “shame and humiliation”. The case was eventually dismissed. Stores like CVS recently announced they would take steps to stop this practice.

The Daily Dot reached out to Target via email and Levi via comments on TikTok and direct message on Instagram.


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* First released: April 5, 2022, 9:56 pm CDT

Kathleen Wong

Kathleen is a Honolulu-based freelance writer, editor and communications strategist who has been featured in The New York Times, Vice, Huffington Post, Hana Hou! and other. You have worked in the communications departments of the Honolulu Museum of Art, the ACLU of Hawaii and the Hawaii Community Foundation. When she isn’t writing, she can be found in the ocean, walking her rescue dog or painting in oil.

Kathleen Wong

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