"Black women get told to lighten meanwhile Kim spends her entire career in perpetual blackface and is lauded for her beauty," one Twitter user wrote.
"You don't have to do blackface," said another.
The backlash was swift, with countless Twitter users calling out Kim for the photo:
On the other side, however, were fans who didn't think this darker skin tone in the photo could be considered 'blackface.'
Kim is yet to address the outrage over her campaign. What do you think of the image? Let us know in the comments.