Hong Kong-based cosmetics firm Woke Up Like This (WULT) is in hot water after a Twitter user picked up on the fact that it had named one of a series of liquid blushes after Anne Frank.

Journalist Claire Coleman tweeted that she was “staggered” that at no point did anyone in the WULT team “wake up” and say, “This might not be appropriate.”

Source: Twitter

The Anne Frank blush is one of a series of five shades of liquid blush, all named after famous women. Other shades pay tribute to writer Virginia Woolf, philanthropist Melinda Gates and painter Frida Kahlo.

Following the uproar, WULT said that the legacy of Anne Frank’s famous book The Diary of a Young Girl was to inspire hope even though it was written in circumstances of unimaginable hardship.

The company said it was “extremely sorry” that its “tribute” caused offense, and said that its intention had been exactly the opposite: “To shine a little light … during the global pandemic.”

“We sincerely apologize for any miscommunication,” the company said, adding that it had stopped sales of “Dream Like Anne.”

This article first appeared in Israel Hayom.

Support Jewish Journalism
with 2020 Vision

One of the most intriguing stories of the sudden Coronavirus crisis is the role of the internet. With individuals forced into home quarantine, most are turning further online for information, education and social interaction.

JNS's influence and readership are growing exponentially, and our positioning sets us apart. Most Jewish media are advocating increasingly biased progressive political and social agendas. JNS is providing more and more readers with a welcome alternative and an ideological home.

During this crisis, JNS continues working overtime. We are being relied upon to tell the story of this crisis as it affects Israel and the global Jewish community, and explain the extraordinary political developments taking place in parallel.

Our ability to thrive in 2020 and beyond depends on the generosity of committed readers and supporters. Monthly donations in particular go a long way in helping us sustain our operations. We greatly appreciate any contributions you can make during these challenging times. We thank you for your ongoing support and wish you blessings for good health and peace of mind.