Outrage has been expressed on social media after a Pakistani breakfast show blackened the faces of fair skinned models to demonstrate how makeup would look on ‘dusky’ women.

Jago Pakistan Jago have been criticised for not using dark skinned models but rather blackening the faces of the models.

People were quick to articulate their anger on social media.

one user said, ""WHAT.WERE.YOU.THINKING....I really tried liking morning shows in Pakistan, honestly I did try. 

"My mom has them on all the time. I came across the show Jago Pakistan Jago with the host Sanum Jung. 

"When some of you shared this with me, I honest to god couldn't believe it. Like in my head I was like, there's got to be something I'm missing here, they're not THIS blatantly ignorant or stupid for that matter. 

"They took fair skinned girls and literally painted their faces darker with a foundation to prove good makeup could also be done on darker skinned brides. "

"My question is Sanam @jung_sanam , was it really that hard to find darker skinned models to do makeup on? 

"This is a caricature like scenario, you've painted on a a much darker face onto fair skinned girls, look at their hands and their arms. It's like you're purposefully and intentionally making them look comical."

@brownbasic said, "From what I gather, this was a makeup challenge which raises the question whether making dusky women look attractive is a challenge? 

"We fail to see beauty in anything that does not fit the standards set by our colonists. This is blackface& it is wrong. Hum TV owes an apology."

@dudettestalk  said, "What is up with these morning shows? Instead of hiring dark skin beauties they decided to slather dark brown foundation on fair girls?"

Asian Image:

@MehreenTweets, "Found this episode of #JagoPakistanJago utterly offensive! MUA's were set a task to show darker complexion can also look pretty. The racist word negro was used repeatedly. 
"They hired fair girls instead of naturally darker complexion models. Why do we measure beauty by skin tone?! "

@BeenaBukhari  said, "The team of #JagoPakistanJago is utterly stupid. So they want to show bridal makeup in dark skinned and instead of having a rational approach- finding girls with dark skin tones, they paint fair girls black. 
"This is a part racial and an insult to dark skinned beauties."