It's a beauty trend that has stuck around for a while — giving lipstick and nail-polish hues wacky, memorable names. Look at any Essie nail-polish collection and you'll be greeted with names like "ignite the night" and "spun in luxe."

But reality TV star Kat Von D, whose extremely popular makeup line is sold in Sephora, gave one of her lipsticks a name that is memorable for all the wrong reasons and has sparked a growing backlash on social media.

It's called "Underage Red."

—Ana Marie Cox (@anamariecox) March 15, 2015

The shade, which launched about a year ago in Sephora stores, has a name that suggests its wearers are either young girls trying to look sexy, or women of legal age who are trying to look like young girls. If nothing else, the brand name seems to suggest looking like a 16-year-old pinup doll is worthy of aspiration.

Von D is a tattoo artist and musician who got her big break on TLC's reality show "Miami Ink," before starring in a spin-off series, "LA Ink." She has written books and has her own clothing line.

But her makeup is apparently the most successful of all of her business ventures, even though Sephora had once dropped the Kat Von D brand from its lineup in 2012 after shoppers had issues with a different lipstick, "Celebutard."

"People with disabilities are the last to benefit from what some might call 'political correctness,' and what I would call basic human decency," Kim Stagliano wrote for HuffPost Style blog about the lipstick. "Retard is still bandied about."

At the time, Sephora provided a statement to People magazine regarding the "Celebutard" lipstick:

"It has come to our attention that the name of one shade of a lipstick we carry has caused offense to some of our clients and others," the statement said. "We are deeply sorry for that, and we have ceased sale of that shade both in our stores and online."

Update (2:01 p.m.): There are conflicting reports about whether Sephora dropped the entire Kat Von D line or just the "Celebutard" lipstick in 2012. The company did not respond to an email from Business Insider on Monday morning asking to confirm how it addressed that controversy.

Von D's response on Twitter was flippant: "At the end of the day, it's just a f—— lipstick," she sent out. People reported she then deleted the tweet.

It is unclear how long it took Sephora to pick the reality star's brand back up, but the beauty store's website suggests it now sells the gamut of Kat Von D products.

Now, with "Underage Red," Sephora and Von D may have a similar problem on their hands. One Twitter user accused the brand of promoting statutory rape. She also has another color named "Lolita."

All of Von D's lipstick names, in fact, have a particular, branded edge to them, but nothing is as blatant or brazen as "Underage Red." Business Insider reached out to representatives for Von D and Sephora on Monday.

Von D's makeup line isn't the only one using this terminology. The popular makeup brand MAC also has a shade of gloss called Underage. It also has one called "Kinky."

However, Von D's "Underage" lipstick has generated some angry reactions online. This is what some people on Twitter are saying about the color: