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While the nation is in the grips of a devastatingly deadly opioid epidemic, Sephora sought fit to trivialize and profit off of the pain and suffering wrought by addiction and death.

The cosmetic chain has sparked outrage by choosing to carry the offensively-named eyeshadow. It is a shade included in the Afterdark Eyeshadow Palette created by Urban Decay and sold widely by Sephora.

A review of the product on the company’s website summarized much of the criticism vocalized since the product has launched. In a post that the reviewer entitled “Moronic,” user skrick goes on to post, “You think it’s clever to name an eyeshadow ‘druggie’ when children and families in America are left devastated by the heartbreak of opiod [sic] addiction? Your company is pathetic – and now the world knows thanks to the online media. I will encourage a boycott of your products until you address this stupidity and apologize to your customers. Personally, I will NEVER buy your products.”

Although the product has sold out according to the Sephora website and the palette has garnered mostly positive reviews, a firestorm was ignited across the Internet by Sephora’s decision to carry the product. An online petition was started that has gathered over 1,000 signatures as of this article’s writing and many users of social media have blasted Sephora and Urban Decay for their socially-irresponsible message that effectively romanticizes and fetishizes drug addiction.

The Centers for Disease Control and Prevention reports that from 2000 to 2015 more than half a million people died from drug overdoses and that 91 Americans die every day from an opioid overdose.

Sephora has responded to the backlash on Twitter, saying that they “deeply apologize to anyone who was offended by the name of this shade,” but has stopped short of pledging to discontinue the product.

While it is possible that this was an unintended marketing effort by Sephora and Urban Decay to seem vogue or edgy, “druggie” eyeshadow instead comes off to many as a callously disrespectful and disgusting, minimizing drug addiction and overdose for the sake of moving products and boosting profit margins. Unfortunately for them, as this debacle demonstrates, those who are in recovery or merely possessing compassion will not sit by idly and quiet, and Serenity Springs Recovery Center applauds all awareness-raising efforts to bring greater understanding to the reality of drug addiction.

If you or somebody you love is struggling with addiction or alcoholism, please contact Serenity Springs immediately.