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Kat Von D, Underage Red Lipstick

Frazer Harrison/Getty Images for Art of Elysium, www.sephora.com

Well, here we go again.

Kat Von D can file a color from her Studded Kiss Lipstick line under (another) branding fail: The deep red hue, named "Underage Red," is garnering Sephora some heat from social media users (the color is currently on sale online and in stores). The lip color was flagged by shopper Parker Marie Molloy on Twitter, which then sparked a response from news outlets (the general consensus being, well, "Again?").

We can't say exactly what beauty image the former LA Ink star intended to invoke with a name like "Underage Red," but we get the gist—and it's not a good one.

This isn't the first time Kat's been called out for this, either: The tattoo artist entered the questionable product naming rodeo back in 2013 when she released a pink hue called "celebutard," which was swiftly pulled from Sephora's shelves following backlash from developmental disabilities groups and parents on social media. (Von D's response, back then, also came via social media, in a soon-deleted tweet: "At the end of the day, it's just a f--king lipstick.")

We're sure it's only a matter of time before signs of "Underage Red" are wiped from the beauty giant's website, but here's to hoping that a more thorough screening of product names for its various brands will follow.