It's no secret that Kylie Jenner's kingdom is rapidly expanding following the success of her lip-kit launch last year.
While the brand has seen some set backs, including complaints about customer service and the poor quality of applicator brushes, it's the announcement of a new shade, "Love-Bite" that has most recently generated a stir online.
After releasing the shade, Twitter user Ashley Elizabeth decided to compare the colour to an actual hickey - and the colour is a spot on match.
The post has racked up over 8,000 shares and 20,000 favourites.
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But Jenner wasn't offended by the tweet, which she re-tweeted, a move Ashley Elizabeth said "made her day."
The youngest in the Kardashian-Jenner clan released the shade in August alongside "Dirty Peach" and "Brown Sugar".
The lip-kits, marketed via the 19-year-old's famed social media channels, have soared to popularity, often selling out within minutes after Jenner reveals them on her Snapchat and Instagram feeds.
In addition to Kylie Cosmetics, the makeup mini-mogul has multiple clothing lines with her sister Kendall as well as her own mobile app.