Makeup Brand Labels Women "Selfish" and Men "Flawless," Gets Called Out for Being Sexist

After facing criticism, The Balm responds.

Almost six months after the release of The Balm's Nude Dude palette, the cosmetics company has fallen under scrutiny for the way it named its eye shadow colors.

The brand's original neutrals palette, Nude'tude, which came out in 2013, featured cartoon drawings of naked women, their lady parts covered by eye shadows. The shadows came with names like "sassy," "sultry," and "silly."

In the Nude Dude palette, each male character, or shadow, has positive descriptors such as "fearless," "fit," and "friendly."

An unpleased customer who compared the two palettes refused to buy the new one because of the difference in names. "Can we replace 'stubborn' and 'standoffish' with 'smart' and 'strong'?" she captioned an Instagram post, which was later taken down.

People are now tweeting in response to the controversy, making their dissatisfaction with The Balm known.

Somebody even went further to comment on BuzzFeed's article, pointing out that while the women are completely nude, the men have towels for extra coverage.

The Balm, though, does not necessarily see a problem.

"Nude'tude is about attitude and being able to express yourself however you want," The Balm wrote in an email to Cosmopolitan.com. "As a brand we strive to maintain a light-hearted approach, and always position women in the driver's seat."

The brand prides itself on its "sassy twist on women empowerment," and often features products that represent that intention, The Balm said. Other product names such as "Put a Lid On It" or "Women Empowderment" more accurately depict that goal, according to The Balm.

By Kerry Justich

See the full story on Cosmopolitan.com

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