Ulrika Jonsson has slammed Kim Kardashian for her 'British chav' makeover video, branding it "insulting".
Kim, 42, filmed herself applying heavy makeup and miming to a song by grime artist Millie B in a video on TikTok earlier this month as part of a viral trend on the platform.
The video - which Kim later suggested came after she lost a bet - was dubbed a "British chav" makeover by viewers.
While many fans have found the video funny, it's drawn criticism in recent weeks over the suggestion that the 'chav make-up' trend pokes fun at the working class.
Among the critics has been presenter Ulrika, 55, who has since shared her thoughts, describing it as "insulting".
Ulrika wrote about the video in a recent column for The Sun, saying: "The viral video of [Kim] doing her best version of 'chav' make-up is not only in bad taste, it's also insulting."
She said "many girls are emulating" the reality TV star and want to have a "flawless" look, going to great lengths for it. She said their admiration has meant they're dedicated fans.
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The presenter continued in her column earlier this month: "To see her so flippantly make a joke of how some women apply their make-up seems cruel and a tad ungrateful."
She said: "Not every woman out there has the luxury of a make-up artist at hand the second she wakes up." She said they also don't have a film crew providing "perfect lighting".
The video, which was uploaded earlier this month, shows Kim applying heavy makeup including thick brows and foundation on her lips. She later models the finished look.
Viewers have since taken to social media to share their thoughts, with the video referred to as her attempt at a "British chav" makeover and "chav makeup" by some.
'Chav' is considered an offensive term to describe a young people's perceived coarse and brash behaviour. It was often used as a derogatory reference to working class people.
Some viewers were amused by the video though. It has been described as "iconic," "silly" and "amazing" in the comments section. Others similarly praised such content.
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