A few days ago, Khloé Kardashian went viral after a new billboard in Los Angeles sparked a lot of discourse about her appearance.
In the billboard photo, Kardashian — who was promoting her Khloud “protein chips” — looked very tanned.
In fact, many internet users were unable to recognize Kardashian at first glance, with some even mistaking her for Beyoncé or Tyra Banks.
“I was scrolling too fast and thought this was Beyonce,” one person tweeted. “It’s the eyes and the aggressive tan. I thought it was Beyoncé for a split second,” another fan said.
Amid the discourse, several people accused Kardashian of “Blackfishing,” which is when someone purposefully attempts to appear as though they are Black or racially ambiguous. “a white woman being the same shade as a black women,” someone wrote on X, while another person said, “This isn’t even black fishing at this point; that’s an identity crisis!”
For context, this isn’t the first time that Kardashian has been accused of Blackfishing. In 2023, for example, several people questioned why her complexion appeared “10 times darker” when she dressed up as a Bratz doll for Halloween.
One popular TikTok user reacting to Kardashian’s billboard straight-up described her as Black. “She’s Khloé, and she’s Black, and she’s back!” they said as they drove past the photo. “Black Khloé! Get your clout chips! I know that’s right.”
Once again, the TikTok was met with tons of people comparing Kardashian to several other Black celebrities.
And amid the chat, Kardashian actually hopped into the comments section herself, writing, “I’m crying 😂😂😂 what is going on 😩🤭.”
Reacting to Kardashian’s comment, several people speculated that Khloé seemed thrilled by the response to her billboard photo. “You know you approved that photo girl,” one person said, while someone on Instagram quipped, “She said ‘mission accomplished.’”
“Trust me this is a compliment for Khloe,” another user wrote, while someone else echoed, “Exactly what she was going for.”
Kardashian did not immediately respond to a request for comment.