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A spa company whose name is Indigenous for beautiful has been called out

Social media users have slammed a luxury spa brand whose name is Indigenous for beautiful for having overly white skin treatments, with little available for women of colour.

A luxury spa has been accused of cultural appropriation due to its “non-inclusive” products.

Endota Spa, which offers high-end skin treatments at over 100 spas across the country, has been criticised for using Indigenous culture for branding purposes but selling makeup that only caters to fair-skinned people.

The brand offers limited shades for its foundation, concealer and mineral powder — with the darkest tone being a beige hue.

The word “endota” is Indigenous for “beautiful” and the brand logo resembles Aboriginal artwork, which has garnered criticism on Endota’s Facebook page.

Indigenous model Darrylin Gordon told Confidential that Endota’s “non-inclusive” products are offensive.

“It’s so offensive and disrespectful to Indigenous culture,” The Ms Australia World 2020 national finalist said.

Branding expert, Nicole Reaney of Inside Out PR, said the criticism surrounding Endota is not surprising, particularly given the current political climate.

“When selecting a brand name, organisations need to evaluate every interpretation and be prepared to embody its meaning in many contexts,” Reaney said.

“A number of makeup brands over the years have faced public backlash for limiting shades. And now more than ever – every organisation is under review and community groups are speaking out.

“It appears Endota has formed partnerships with Indigenous communities according to past interviews and recognises the meaning behind its name. Given this, it is a shame it needed the public to bring this issue to its attention. Endota provided the right response on social media and it would be in its interests to expedite this expanded range in current times.”

For the full article head to The Daily Telegraph

Nicole Reaney, Director of InsideOut PR and founder of influencer agency, #AsSeenOn . Nicole has extensive experience in corporate and consumer PR and Communications and is available to comment on topics.

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