When I first heard about Emma Patissier Alm’s spray tan line which specializes in deep brown hues, Paul Mooney’s infamous quote came to mind: “Everybody wanna be a n-gga, but nobody wanna be a n-gga.”

While the goal of most tanning products is to achieve a slightly bronzed, sun-kissed look, Swedish brand Emmaatan offers customers options like Coconut, Violet Onyx, Dark Ash Onyx, Caramel, Dark Chocolate, and Extreme that transforms their pale white skin to deep dark brown.

Emmaatan’s website and Instagram page (which is now locked) shows its customers’ dramatic results.

Predictably, folks aren’t feeling the results of Emmaatan’s products. For many, it’s just yet another example of white women appropriating women of color.


One Tumblr user summed it up like this: “It’s funny that they think it’s ok for them to be Black but not for Black people to be Black.”

(h/t BlackGirlLongHair)

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