#Blackfishing is a newly emerged Twitter controversy. Users are using this hashtag to call out white Instagram influencers for posing as black women. Many are claiming that this is yet another form of blackface. Swedish Influencer, Emma Hallberg (pictured below) was the first to be called out for altering her looks with makeup to appear darker than she really is.

There is absolutely no reason as to why we wear the same shade in foundation 🙃 #BlackFace #blackfishing pic.twitter.com/1OdEzn7gHs

— Nakita. (@KitaLaBonita) November 13, 2018

Well known white women including Kim Kardashian and Kylie Jenner are being accused ofbeing initiators of this trend.

I’m blaming this on Kylie Jenner! They all saw her go from a pale Basic Becky to Ms. Brown Exotical and urrybody wanted some! 😂 pic.twitter.com/8rLbX6WQ6g

— Myear (@Missmyear) November 7, 2018

Users are pointing out that black people have been “shamed and insulted” for their features throughout history but these same features are perpetually appropriated by non-black people for fame and profit.

What exactly is complimentary about #blackfishing 🤔? We are shamed & insulted for our natural black features yet Sarah gets praised for altering herself to mimic us 😒. It's not flattering imitation, it's telling black women that our features are beautiful … but not on us.

— Candice Neo (@Yogine0) November 17, 2018

However, some don’t see the harm. One user came to the defense of Emma Hallberg, claiming that, “She’s just trying to feel beautiful. So let her.” Some even feel that outcry over #blackfishing is overreative.

So here's my honest opinion about #blackfishing , people , whoever that girl maybe , she's just trying to feel beautiful. So let her. She's not harming any damn culture. Calm. Down. Let her be what makes her happy.

— kei (@Rivieraaaaaaa) November 17, 2018

You people with all this #blackfishing drama needs to stop. Enough is enough. 😒

— Lametria Marable (@LametriaMarable) November 22, 2018

Some individuals are going as far as suggesting that #blackfishing should be viewed as a from of flattery.

@bbc5live Nicky, surely #blackfishing should be seen as a compliment. Does not makeup & especially foundation make someone more exotic.

— John Blaney (@johnny_giotto) November 21, 2018

This new Twitter controversy once again highlights the longstanding issue of the exploitation of black women’s features. These white influencers want to take on the appearance of blackness and benefit from it without having to live the experience.