A NEW dating site targeting black singles, has come under fire for promoting colourism after users discovered it matches suitors based on skin complexion, facial features and hair texture.

The site, Smoochr, claims that “there’s nothing ‘black’ about the sites we have now.”

From Tinder and eHarmony, in the world of online dating there’s pretty much something out there for everyone.

Like majority of their formats, you can look at photos and pick your “type” or not respond to emails from someone because they’re not your type. But now Smoochr allows you to pick your matches based strictly on their skin colour, hair texture and lip size.



“They don’t focus on the black experience in the dating world, so this leads to wasting your time and money, and meeting black singles you really don’t have anything in common with,” Smoochr said on their website.

Smoochr, whose tagline is, “Black dating, Black single, Black love”, claims to be different than other matchmaking sites, by allowing members to connect with black singles with “black belief systems” and “skin tone preference”.

Some of the skin complexion options include: caramel, chocolate and mocha. And users can choose from various hair options such as: weave, Afro, natural hair and clean cut. For those with an interest in lip size, members can describe their lips as: thin, full, soup coolers, duck lips.

The controversial site has also been criticised for being anti-queer, as there is also no option for same sex or LGBT relationships.


Twitter users expressed their dismay with the hashtag, “shutdownsmoochr”. See some of the reactions here:

“Smoochr app is a virtual paper bag test. It promotes discrimination,colorism & homophobia. #misogynoir #shutdownsmoochr.”

“Dismayed to see an app that promotes colorism and somehw makes dating even more superficial than other apps have managed to #shutdownsmoochr.”

“what self hating person created the app? Somebody really wanted that IG model with the “good hair” in real life smh! #shutdownsmoochr.”

“Smoochr is another instance of what happens when capitalism and internalized racism meet each other. #shutdownsmoochr.”

“I’m all for preference….but this right here is kinda ridiculous #mypeopleWHY!!!

SOURCE: The Voice