Tooq Mongolian Baby Blush Controversy: The Fine Line Between 'Cute' and Racial Stereotyping

When does a 'cute' marketing description cross the line into racial stereotyping? The Korean makeup brand Tooq is facing intense backlash after using a specific ethnic group to describe a blush shade. What was likely intended as a nostalgic reference has instead ignited a global conversation on brand ethics and racial sensitivity.

Details of the Tooq Mongolian Baby Blush Controversy

The controversy erupted when an online post highlighted the description for Tooq's blush shade W06. Mocha Pop. The brand described the color as “a deep mocha rose like a lovely Mongol baby.” In South Korea, documentaries featuring Mongolian children with naturally rosy, wind-burned cheeks have previously trended for being 'cute.' However, using an entire ethnicity's physical traits as a marketing tool for a cosmetic product has been widely condemned as unprofessional and insensitive.

Global Reaction and Ethical Concerns

According to reports from the online community theqoo, a Mongolian content creator expressed profound disappointment via Instagram, questioning why a professional brand would use a country's name and its people in such a manner. Korean netizens echoed these sentiments, noting that even if there was no malicious intent, stereotyping a race based on their environment is a form of racism. One user commented, "We'd all be furious if a foreign brand used 'Korean skin' to describe a specific product color."