Ebony Kankam London was told by a consultant at a New Jersey Ulta Beauty that her skin was "too dark for most colors in the store." That still didn’t keep the employee from seemingly playing on London’s face.

The pregnant mother was in New Jersey to enjoy a baby shower planned by her mother-in-law, according to KTRK. She wanted to get her makeup done for the special occasion and went to Ulta Beauty the day before, not only to book her appointment, but also to confirm that there would be an artist available who had experience working with her skin tone.

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“I brought in a picture for reference and was told that my skin tone was too dark for most colors in the store. So this was the best she could do. She then asked if I had ever gotten my make up done professionally,” London wrote in a now-viral Instagram post.

The correlating image showed a photo of her desired look and the makeover she left with.

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So today at @ultabeauty in holmdel I went in to get my make up done for my baby shower. I brought in a picture for reference and was told that my skin tone was too dark for most colors in the store. So this was the best she could do. She then asked if I had ever gotten my make up done professionally. It was sad af. Like I felt like I was in 1990 when make up was made for one type of skin. In a store full of people who didn’t look like me I felt sad and upset. Like my skin tone was a problem. Thank god for make up like @fentybeauty and @lancomeofficial for being so progressive . But I honestly think #ultabeauty should give their make up artist some diversity training and teach them how to glamorize all skin types. . . #njmakeupartist #makeupartist #makeupnj #darkskinmakeup #ebonyskin #darkskingirls #darkskinmakeup #racism #ebony #essence #whatiaskedforvswhatigot #makeuptutorial #beauty #fenty #beautybloggers #fentybeauty #lancome

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“It was sad af. Like I felt like I was in 1990 when make up was made for one type of skin. In a store full of people who didn’t look like me I felt sad and upset. Like my skin tone was a problem.”

After London said she was dissatisfied with her new look, the staffer "got really upset and said she had done makeup for 20 years and never had anyone be unhappy," said NBC-2.

A manager at the store contacted London after her grievances went public, London said in a follow-up Facebook post. The manager said that she was biracial "and witnessed the entire situation." Not only that, she and a corporate manager were in the store at the time of the ill-fated face beat and both observed the incident from afar.

The managers didn't step in because they "didn't want to make a big scene." The store manager went on to tell London that she felt "comfortable doing Black makeup" and offered to do her makeup over.

London declined the offer because she no longer needed the makeup done and was only in town visiting. The manager offered her a bag of sample lotions as compensation for her trouble.

Instead, London believed that the manager should have stepped in when she saw her appointment becoming uncomfortable.

"If she felt comfortable doing my skin tone, I'd much rather she have come over," London said.

Ulta responded to London’s ordeal on Twitter with promise of accountability and training.

pic.twitter.com/91JOce3HcV

— Ulta Beauty (@ultabeauty) January 3, 2020

London’s experience highlights the importance of representation and inclusion in the cosmetic industry. Rihanna’s Fenty Beauty line, a brand which London mentions in her original post, rearranged the beauty industry when it debuted with 40 shades of foundation in 2017. Many brands, from luxury to drug store, scrambled to launch their own 40-shade lines just a year later after witnessing her success, according to Elle.

Inclusivity pays. Fenty has exploded into a $600 million fortune in under three years, but it’s not the money that drove Rhianna to ensure an inclusive cosmetic line.

"Some are finding their shade of foundation for the first time, getting emotional at the counter. That's something I will never get over," the "Work" singer told Time.

Ulta-Beauty

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