For some context, I am working on a personal project that requires me to test cosmetics mostly from South Korea and Japan. Some brands have expanded their shade range to reach a wider international audience so I didn’t limit my search to skincare and non-complexion products. I ended up looking up those as well.
However, I came across TFIT and noticed how their darkest shade was named “Burnt” for their foundations (Sleek Fit Cover and Radiance Fit Serum). I included a screenshot, but you can see for yourself on YesStyle.
For such naming to be used in 2026 is frankly disgusting and disturbing. Also, the banner above is shown when shopping on another of their authorized international distributor (Jolse) which makes it even more disrespectful.
I have e-mailed the company about it, but I doubt I will get a response. It is only in my power to make other people aware of it.
by missssssmiko
4 Comments
Im hoping this isn’t some rage marketing. That shit doesn’t work anymore and barely when they thought it was almost 10 years ago.
Wow, that’s disgraceful. Good on you for calling it out.
Also I must add, the darkest shades are only available on the global market (YesStyle, Amazon) so it makes it impossible for this to be a mistranslation. These shades are inexistent for the Korean and Japanese markets.
Well that’s disconcerting. They really couldn’t think of any other word?