Khloe Kardashian has been accused of trying to look like Beyonce in her latest snaps as she became the new face of the beauty brand Ipsy.
Announcing the news on Monday, via Facebook, the beauty subscription service confirmed that they had teamed up with the 36-year-old who has now taken on a partner role.
The statement read: "Meet our newest brand partner Khloé Kardashian! Here's everything you need to know about her passion for beauty."
In the link to the company's blog, a number of Khloe's favourite must-have products had been included along with a bio that showcased her love for all things beauty.
The reality star, who is no stranger to criticism when it comes to her appearance, found herself in the firing line for the picture that had been used for the advertisement with fans saying she looked "unrecognisable".
Wearing a raspberry pink high neck criss crossed top, she stared off into the distance as she held her hand to her body.
By way of makeup, she had opted for the Kardashian's signature contoured cheeks, lashings of lip liner, fluttery lashes and some killer white dagger nails.
The styling looks spookily similar to Beyonce's look in the music video for Destiny's Child song Bootylicious.
Although many couldn't wait to express their glee in the comments section, there were also an unprecedented amount of unhappy customers who had flocked to the social media post to share their dismay.
In recent months, Khloe has faced backlash when it comes to her 'changing appearance' with fans.
Soon after the post landed, the comments section was awash with an abundance of comments with fans saying she was 'trying to be Beyonce'.
One fan exclaimed: "Somebody PLEASE tell me why Khloe Kardashian is doing Beyonce cosplay?"
While another added: "Not Khloe Kardashian trying to be Beyonce ?!! New month, new face."
A third chimed in: "Help I was looking at this for 30 seconds and didn't even realise it was Khloe Kardashian.
As a fourth added: "Genuinely thought it was Beyonce."
While other customers even threatened to throw the towel in on their monthly subscription after Khloe had been unmasked as their new brand partner.
The Ipsy range is reliant on subscribers, with it's service offering a variety of products each month for a fee estimated to set customers back $12 (£9) to $37 (£29).
"I guess it's time to cancel my subscription. Will not support anything Kardashian/ Jenner. So disappointing. Smdh," read another Facebook comment.
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