Emma Hallberg is Swedish 19-year-old makeup beauty influencer that has over 240,000 followers on Instagram. She recently found herself in hot water after being accused that she has been pretending to be lack to get more attention and deals. Many of her followers thought up until recently, that she is either mixed or black, due to her dark skin tone and curly hair. A few weeks ago a photo surfaced the Internet where you can see her with significantly whiter skin and straight hair.


After people on Instagram saw the post that went viral, started attacking her and accusing her of being fake. “I honestly thought Emma Hallberg was half black,” one user tweeted after seeing the photo. “I thought she was mixed my girl is fully SWEDISH,” another fan wrote. Another fan alleged that Hallberg was “Blackfishing.”

“This Swedish White girl is guilty of ‘blackfishing,’ a term used to describe someone who masquerades as a Blk person to deceive others. By extreme tanning, dark makeup & braids, this fraud is exposed!”




“The girl was clearly posing as black, as she’s posted by many black pages etc.”

The influencer defended herself replying to a message from a fan: “Yes I’m white and I’ve never claimed to be anything else. And by no way, there are no “before” pictures, the pictures that have been spread are just two different [sic] pictures taken on two different seasons of the year.”

She continued explaining: “You’ve probably seen these two pictures besides [sic] each other all over Instagram, Twitter, and Facebook, where they are called the ‘before & after.’ The left picture was taken 2 years ago right before summer with barely any makeup and my hair straightened. The right picture was taken in July right after I came home from a vacation, with makeup,” Hallberg continued.

“I’ve been accused of doing frequent spray tans, taking melatonin, getting hair perms and lip injections and many more. When I haven’t done anything of the above.”

“This is how the sun tans my skin naturally during the summer,” Hallberg explained. She went ahead and even shared a photo of her brother and father, which shows them with deep skin tones as well. “As you can see they also tan very easily,” Hallberg wrote.

She also shared a video of her mom to show her curly hair and darker skin tone. She said that she uses darker makeup on her face to match the rest of her body skin tone. “In my YouTube video, I use a darker foundation than my face only to match it to the rest of my body. Why my face is less tanned than my body is because I have some acne and scar issues so I use a lot of face scrubs, toners, and peeling products.”

“I do not get my sponsorships, work opportunities, and collaborations because of the color of my skin. I get it because of the way I style my clothes and create makeup looks,” the makeup artist concluded. There you have it, people!