Kat Von D's signature lipstick line, Celebutard, has been yanked by Sephora after sparking major controversy with its name. Yes, it's really called that.
The mega-makeup retailer has pulled her lipstick shade after backlash from customers, particularly mothers of children with developmental issues.
The Celebutard lipstick, a creamy beige shade of Painted Love Lipstick by Kat Von D, started gaining attention across social media a week ago.
Groups such as Down Syndrome Uprising, Family Member, Inclusion BC and All About Developmental Disabilities voiced their dismay over the name.
The managing editor of Age of Autism lamented the fact that "'Retard' is still bandied about" and that such a name was even given the green light.
"People with disabilities are the last to benefit from what some might call 'political correctness,' and what I would call human decency," said Kim Stagliano.
Sephora did not respond to the outcry for days, but Kat Von D, the outspoken tattoo artist behind the makeup line that makes it, reportedly tweeted:
"At the end of the day, it's just a f--king lipstick."
Jesse James' ex-fiancee later deleted that.
On Wednesday, though, Sephora announced they were pulling Celebutard from stores and online, providing media outlets with the following statement:
"It has come to our attention that the name of one shade of a lipstick we carry has caused offense to some of our clients and others. We are deeply sorry."
"We have ceased sale of that shade both in our stores and online."
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