Huda Beauty Under Fire For Telling Women How To Lighten Their Vaginas With Lemon Juice, Yogurt & Oil

Huda Beauty is celebrated for vibrant eyeshadow palettes, which are a cult favourite among beauty bloggers and makeup artists, but the makeup brand has gone viral this week for all the wrong reasons.
The company, founded by the popular Instagrammer and MUA Huda Kattan, is facing intense backlash for a blog post advising women how to lighten the colour of their "lady parts". The post, titled 'Why Your Vagina Gets Dark And How To Lighten It', originally published on 7th April, runs through tips from a โ€œtrusted expertโ€ and dermatologist, Dr Doris Day.
(Oddly, the word "vagina" is also used throughout, when the brand presumably is referring to the labia, the external, visible part, as opposed to the vagina, which is internal.)
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Day runs through "DIY vagina lightening hacks", that include putting lemon juice, yogurt, coconut oil and egg white on the area, and various tips to "avoid the hyperpigmentation (darkening)" of vaginal skin in the first place. This is despite the fact that it's perfectly natural for labia to be darker than the rest of the body.
Apparently, she believe that losing weight could alter the colour of your privates. "Excess weight can lead to friction, which can cause darkening," while moisturising "[keeps] the skin healthy and optimised, which reduces darkening," Day adds.
She even goes on to recommend women ask their dermatologist to "prescribe a prescription brightening cream or chemical peel" containing ingredients such as hydroquinone and tranexamic acid.
People are irate that a well-respected brand would dip its toe into the highly controversial waters of skin lightening. A Facebook post on the brand's official page promoting the article has racked up more than 10k reactions, several hundred shares and hundreds of angry comments.
"Vaginal lip darkening is NATURAL," wrote Kristina Brumbelow in the comments section. "You don't need to make it lighter so you look like a prepubescent little girl to 'appease' men who don't shave their ballsack for you anyways [eyeroll emoji], or your bootyhole."
Jade Natalie wrote: "I unfollowed this page over crap like this. What next? A highlight and contour for my vulva? Bore off."
Meghana Manjunath took Huda Beauty to task: "Vaginas are different and beautiful, no matter what. Pubic skin discolouration is as normal as stretch marks. And never has anyone in history refused to fuck someone due to the 'darkness' of the skin around the vagina."
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"What's wrong with dark?," said Saborni Mondal. "When will women start liking themselves? Racist-sexist-male [sic] chauvinistic assholes like you are blowing in the balloon and not even realising."
People on Twitter and Reddit also shared their opinions, with many criticising it for fuelling women's insecurities and upholding toxic and unachievable beauty standards. Others were puzzled as to why a cosmetics company was even discussing women's genitals in the first place.
Blogger Caroline Hirons called it out on Instagram stories, asking: "What are you expecting when you're down there? Blackpool illuminations?"
The post has since been updated "to address some concern". The brand said it "appreciates and respects" people's opinions on the issue, but that the goal was to provide "expert advice" to women who did wanted to alter the colour of their intimate skin.
"We do not feel lightening your vulva (vagina/ lady parts/ VJJ,) is necessary. Our goal is to give details for those who may wish to, by sharing expert advice from a leading dermatologist," and to steer women away from following the "harmful DIYs on the internet."
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