Emma Hallberg, rose to online prominence in May this year, after revealing how she created a glow on her skin by using a gold loose eye shadow rather than a traditional highlighter. The self-described influencer now has more than 170,000 followers on Instagram and launched a YouTube channel last week to build on her success.
But her tutorial attracted criticism from followers, some of whom suggested she was deliberately pretending to be black or mixed race.
Several users compared her to Rachel Dolezal, the infamous activist who pretended to be black and even became president of her local NAACP in Spokane, Washington, until she was exposed as having no black or African ancestry.
The model has deactivated comments on her video tutorial, but in a screenshot that appears to show her addressing the row in an Instagram message she wrote: "Yes I'm white and I never claimed to be anything else."