What makes this particularly icky is that it is clearly aimed at a message of "inclusiveness".

Back in the day, in the UK (I'm talking about the 1970s-1980s), leaving aside theatrical make-up, there was only one cosmetics firm that made shades for darker skins (for south Asian women or Black women, etc.). Then, about 20 years ago, cosmetic firms cottoned on to the fact that there was a whole new market out there just waiting to be colonized, and as a result darker shades of foundation and concealer and different colours of blusher and lipstick began to appear—and non-white models, of course, in the ads (as here: https://www.toofaced.com/collections/born-this-way).

So to my mind 'Born This Way' carries the message that the line is also catering to women who were 'Born Dark This Way'. It's progressive packaging for something sexist and retrograde. Yes, let's all be deluded together, sisters!