Uh oh, NARS just found itself in the heart of some major controversy. The brand has long been popular in the beauty world not just for its cult-fave products (hello, Orgasm blush), but also for their cruelty-free policy. But that’s all about to change.

Nars Cosmetics is expanding into the Chinese market, and unfortunately China’s laws stipulate that certain products must be tested on animals. In order to be compliant, NARS will have to shed their no-animal-testing rule. For a company that has been outspoken against the practice, it seems very out of character, and fans are definitely angry.

The company explained its position in an Instagram post, writing, “We want you to know that we hear you. The global elimination of animal testing needs to happen. We firmly believe that product and ingredient safety can be proven by non-animal methods, but we must comply with the local laws of the markets in which we operate, including in China. We have decided to make NARS available in China because we feel it is important to bring our vision of beauty and artistry to fans in the region. NARS does not test on animals or ask others to do so on our behalf, except where required by law.” The brand also mentioned their collab with In Vitro Sciences (IIVS), a organization that’s working toward non-animal testing methods.

But, er, it didn’t go over well. One-time fans have been leaving comments on NARS’ Instagram post. One wrote, “Shame on this company,” while another shared, “I’ve been a loyal customer of yours for years and that ends today. Too bad you have to give in to greed and knowingly allow the animals suffer in China. Not cool and I’m not supporting anyone who contributes to mass suffering and abuse of innocent animals.”

It doesn’t end there, though. Twitter users are being just as vocal about it and even calling for a boycott of the company:

NARS has issued an apology of sorts to its followers, but for many it’s falling on deaf ears. Many believe that if the company truly cared about stopping animal testing, they would simply not sell their products in China while the country requires it.

What do you think about NARS’s decision? Tell us @BritandCo!

(h/t Teen Vogue; photos via NARS/Instagram)