Blac Chyna Pushing Bleaching Cream

Blac Chyna‘s latest beauty endorsement deal is sparking backlash.

The Instagram star, 30, has partnered with Whitenicious by Dencia on a $250 skin brightening lotion housed in a Swarovski crystal-encrusted jar.

According to the brand’s website, the Whitenicious x Blac Chyna Diamond Illuminating & Lightening Cream “gives a brightening glow for younger-looking skin” and “brightens and lightens without bleaching skin out.”

But Blac Chyna’s fans quickly took to Twitter to call out the star for promoting European beauty standards to her predominantly black audience — and took particular issue with the fact that the star plans to plug the product in Lagos next weekend.

“I really wish that African folks would love their dark skin and stop bleaching to be lighter,” one social media user wrote. Added another, “Blac Chyna is having a skin bleaching party in Nigeria. How very problematic!”

But others pointed out that the star isn’t to blame for institutionalized colorism. “Ok, skin lightening didn’t start with Blac Chyna,” one person tweeted. “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.”

Chyna has yet to respond to the controversy and did not immediately return Page Six Style’s request for comment. She did, however, hide the comments section of her Instagram post promoting her upcoming event with Whitenicious.

What Rob paid for ........