If beauty manufacturers should have learned anything over the last few years, it's that they need to get better at creating products to suit the skin shades of women of color. For too long, foundations and concealers have only seemed to come in lighter shades, which is all very well if you're well, white, but not really all that useful for anyone else.

So when it was announced that Kim Kardashian's KKW Beauty line would be releasing a new range of concealers, people were expecting big things. Well, maybe not big things, but they were at least expecting to be represented.

However, when the previews were finally released this weekend they left a few people more than a little disappointed. Because while the campaign itself features women with a range of skin tones, there seemed to be one crucial area that lacked the diversity they'd come to expect - in the shades of the products themselves.

The first promotional image, which was posted to the KKW Beauty Twitter account, shows a black woman with swatches of each of the concealers applied to her wrist. At the top is the lightest shade, gradually moving through the color range as it moves towards her elbow. In a decision that many can't quite figure out, the darker shades seem to be applied wrapping around her arm, away from the camera; it pretty much looks like there's not even a shade that matches the model's own skin tone.

The follow-up images, which showed the products laid out, didn't help quash the criticism much either, displaying a whole range of only very slightly differing concealers for lighter skin tones, before moving a rapidly through a limited number of darker shades.

Funnily enough, this lack of diversity didn't go unnoticed, or unchallenged by users of social media site Twitter. And as we've come to expect, they met the revelation of the new line with fury and ridicule, in equal parts...

Some pointed out that the lack of shades probably wouldn't work for her own family:

Others were just distinctly unimpressed:

And unfortunately for Kim K, early indications are that it's not going to be the biggest of hits:

Really, you would have thought that the reality TV star would have learned from the popularity of Rihanna's makeup range, Fenty, which has been so successful, in part, because features a wider range of products for darker skin tones. But no, it seems like she's fallen back into that old trope of inadvertently limiting the options for girls that have anything other than porcelain skin.

Whether Kim will make a change and add new shades in in response to the backlash is yet to be seen, but it's surely fair to say that she's peed a few people off before it's even been launched.

If beauty manufacturers should have learned anything over the last few years, it's that they need to get better at creating products to suit the skin shades of women of color. For too long, foundations and concealers have only seemed to come in lighter shades, which is all very well if you're well, white, but not really all that useful for anyone else.

So when it was announced that Kim Kardashian's KKW Beauty line would be releasing a new range of concealers, people were expecting big things. Well, maybe not big things, but they were at least expecting to be represented.

However, when the previews were finally released this weekend they left a few people more than a little disappointed. Because while the campaign itself features women with a range of skin tones, there seemed to be one crucial area that lacked the diversity they'd come to expect - in the shades of the products themselves.

The first promotional image, which was posted to the KKW Beauty Twitter account, shows a black woman with swatches of each of the concealers applied to her wrist. At the top is the lightest shade, gradually moving through the color range as it moves towards her elbow. In a decision that many can't quite figure out, the darker shades seem to be applied wrapping around her arm, away from the camera; it pretty much looks like there's not even a shade that matches the model's own skin tone.

The follow-up images, which showed the products laid out, didn't help quash the criticism much either, displaying a whole range of only very slightly differing concealers for lighter skin tones, before moving a rapidly through a limited number of darker shades.

Funnily enough, this lack of diversity didn't go unnoticed, or unchallenged by users of social media site Twitter. And as we've come to expect, they met the revelation of the new line with fury and ridicule, in equal parts...

Some pointed out that the lack of shades probably wouldn't work for her own family:

Others were just distinctly unimpressed:

And unfortunately for Kim K, early indications are that it's not going to be the biggest of hits:

Really, you would have thought that the reality TV star would have learned from the popularity of Rihanna's makeup range, Fenty, which has been so successful, in part, because features a wider range of products for darker skin tones. But no, it seems like she's fallen back into that old trope of inadvertently limiting the options for girls that have anything other than porcelain skin.

Whether Kim will make a change and add new shades in in response to the backlash is yet to be seen, but it's surely fair to say that she's peed a few people off before it's even been launched.