Fans have a big problem with Kim Kardashian's latest photo shoot. And they're loud and clear.

Kim Kardashian West has been accused of blackface as she promotes her new makeup line.

The reality star – who posted the image as a means of sharing her very first KKW Beauty product – was called out by various Twitter users after her skin appeared significantly darker than usual in the promo shot.

“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 on the platform.

Another posted a composite image of Kardashian West with and without the contouring lining her cheeks to suggest she doesn’t always look this dark.

she was armenian years ago too but she wasn’t this “tan” back then hm???

— m aℊℊi e (@margrietvanbaal) June 14, 2017

Interestingly, it’s not the first time a beauty shoot has been called out for what many believe is blackface. In March this year, makeup mogul Jeffree Star was accused of a similar crime, after he uploaded a photo to Twitter where his model Nikita Dragun looked drastically darker than usual in the photos.

“There’s a difference between being naturally tan and making your skin darker for a photoshoot,” one Twitter user explained.

In 2014, Kardashian West was reportedly “horrified” when attending the Vienna Opera Ball in Austria after a comedian came up to her in ‘black face pretending to be Kanye West’, TMZ reported. At the time, she considered the act “so racist”.

Kardashian West is yet to respond to the claims or delete the photo.