A serious Twitter debate has erupted over white social media influencers who are "posing" as biracial women to win bigger followers, with dozens of users agreeing to express their horror at the behavior.
The topic first gained attention last week when a Twitter user accused an influential Swedish model named Emma Hallberg, 19, of darkening her appearance and changing her hair to look more black or biracial.
The revelation sparked an online conversation about cultural appropriation and what may be considered blackface.
In photos that she shares on Instagram, Emma seems to have a deep tan, full lips and curly hair, despite being white.
But other images and videos show she applies several shades darker than the skin itself to get that "tan" look.
One of Emma's followers also revealed last week that the influencer sleeps in braids to give her hair "texture," but the person was not sure if that would be considered a black face.
Inspired, someone sent a message to Emma in her Instagram account about her skin color.
"Hey Emma, is it true that you're white … and just pretend to be a person of color?" the message read.
Emma, who has more than 200,000 followers on the Instagram, replied, "Yes, I'm white and I've never claimed to be anything else … I'm not" posing "as a person of color as you say. I was born with my hair naturally curly and my skin is very easily tanned in the sun! "
But this explanation did not appease people who believed the woman was going out of her way to look purposefully biracial.
In an interview with Buzzfeed, Emma explained the controversy and why she believes these allegations are false charges against her appearance.
"I was sad because some of my natural features are hurting and disturbing people," she told the news site.
"It also made me upset and afraid that I did not look natural, without receiving false accusations, hatred and threats. I have no specific intention other than to [to] show my passion for makeup and fashion. "
Emma also told the news site that she never wears self-tanning and just naturally has a "deep tan".
But not everyone accepted that answer, including a person who said that she is also from Sweden.
"I'm 100% Swedish like her," wrote a woman named Amanda. "There's no way in hell that's your natural tan.
"I can not even get a tan with three layers of spray, because we're white AFs, and she's only got two months to tan in Sweden, it's cold and dark in 90 percent of the time."
DailyMail.com contacted Emma for a commentary on these recent allegations.
It is clear that Emma is not the only influencer to be attacked by what is known as "black fishing" – which means pretending to be a black or biracial, light-skinned person.
Another influential woman who stepped into the limelight last year for posing as birracial is Victoria Waldrip, 18, who is known online by the name of Woah Vicky.
She was the center of controversy last year over allegations that she is black. She was also accused of consistently appropriating black culture in videos and photos. The influencer even took a 23andMe test to prove his inheritance.
The talk last week inspired a woman named Wanna Thompson, who is a freelance writer, starting a Twitter talk calling other white influencers supposedly posing as biracial or black women.
"We can start a topic and post all white girls cosplaying black women on Instagram," she wrote.
"Let's eliminate them because this is ALARMING."
Multiple followers commented on their segment with their own examples of women in social media, modeling exaggerated features typically seen in a black woman – including large lips, tanned skin, and curly hair.
In an interview with HelloGiggles, I want to explain why this conversation was important to bring to light people who might be following some of these women online.
"White women want the benefits of being black without dealing with the responsibilities that come with it," she said.
"They see the characteristics that black women are blessed to have, and they literally go out of their way to get it. This form of blackface is even more offensive because they are not even trying to hide it."
I want these online conversations to help people realize the trends that black women have catapulted into the beauty and fashion industries.
"It is clear that many black women are being neglected by white women, but I believe the narrative will change because I refuse to be silent on the subject," she said.