The brand continued, "It may be too little too late, but we can assure you this was not meant in any kind of malicious way. We all just got so caught up in #shapetapenation and seeing your tweets asking for it... We wanted to get the product out as fast as possible, & we made the decision to move forward before all the shades were ready to go. We know there is no excuse, & we take full responsibility for launching this way. We lost sight of what's really important in this industry, & for those who feel alienated in our community, we want to personally apologize. We're doing everything in our power to bring those unfinished shades to market as fast as we can, at any cost. We CAN and WILL DO BETTER."