Model and reality star Blac Chyna. Picture: Instagram

Blac Chyna has received heavy criticism for promoting a skin bleaching cream on social media.

The 30-year-old model who shares a daughter with Rob Kardashian has partnered with Whitenicious by Dencia to create skin-brightening lotion housed in a  studded Swarovski crystal-coated jar.

Blac Chyna is partnering with Whitenicious by Dencia to roll out something called "Whitenicious X Blac Chyna Diamond Illuminating & Lightening Cream. It goes for $250 (R3500) per jar.

According to reports, the cream is being marketed to men and women of all skin types. Blac Chyna's reps tell TMZ that the reality star has been using the Whitenicious dark spot corrector for a few years to deal with her hyperpigmentation, and is excited to launch her collection with the skin bleaching brand.

The reality star and model took to Instagram to share the news of the upcoming launch and her appearance at a Whitenicious store in Nigeria's capital of Lagos, which is happening this Sunday, November 25.

Amidst her Instagram posts, fans took to Twitter to share their dissatisfaction with Chyna promoting a skin bleaching cream in an African country - citing reasons associated with colourism. 

One of those slamming Chyna is successful American make-up artist Jackie Aina, who tweeted 'keep this trash OUT OF NIGERIA'. 

Other fans tweeted: 

Some users came to Chyna's defence by stating that skin bleaching creams were already in existence and that Blac Chyna is merely collaborating with Whitenicious, and is not the creator of the brand.

Others tweeted, “Skin lightening didn’t start with Blac Chyna".

“I know for some of you, she may be an easy target, but we need to get to the root of the problem… how darker skinned black people have been conditioned to hate their complexion”.

In response to the backlash, a spokesperson for Chyna told TMZ: “Blac Chyna's been using Whitenicious dark spot corrector for a few years to deal with her hyperpigmentation.  

“We're told Chyna felt this was a good deal for her because a lot of women of colour suffer from skin issues”.

Blac Chyna herself has not responded to any of the tweets slamming her collaboration with Whitenicious, and neither has creator Dencia commented to the tweets slamming her product and her brand's collaboration with Chyna.

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