Disney has been accused of cultural appropriation after it started selling a costume with brown skin and tattoos from the upcoming film Moana.

Moana was lauded for its female lead and representation of Pacific Islanders until a costume of Maui, a character in the film based on a demigod in Polynesian mythology, appeared on the Disney store website.

People took to Twitter to express their outrage, declaring, 'Our brown skin is NOT a costume,' while another wrote, 'Some islander tattoos are very sacred, this costume is literally mocking our traditions'.

Moana was lauded for its female lead (right) and representation of Pacific Islanders until a costume of Maui (left) appeared on the Disney store website

According to the Disney store website, 'Your little one will set off on adventures in this Maui Costume featuring the demigod’s signature tattoos, rope necklace and island-style skirt'

People expressed their outrage, declaring, 'Our brown skin is NOT a costume,' while another wrote, 'Some islander tattoos are very sacred, this costume is literally mocking our traditions'

Moana was initially hailed for breaking new ground by featuring the first-ever Polynesian Disney princess and the first princess without a romantic interest.

In the film, a teenage girl Moana, voiced by Hawaiian native Auli’i Cravalho, joins forces with the demigod Maui on a dangerous mission to save her island tribe.

But excitement turned to outrage when the costume emerged, featuring tattoos, a rope necklace, 'island-style skirt' and 'photorealistic teeth art appliqués', according to the product description.

Some took offense to the colored 'skin' being used as a literal costume, while others said it was disrespectful to many Polynesian cultures, where tattoos are sacred.

It was also noted that Maui is an actual demigod in Polynesian mythology and not a character created by Disney.

One user tweeting under the account @TaleiFiji wrote: 'Dear Disney, our brown skin is not a costume. Get outta here with that cr*p. Sincerely, a furious brown skinned Pacific Islander.'

Grace Darienzo chimed in, tweeting: 'This is just a mess. Brown skin and tattoos that are sacred to a certain culture? That's not a costume.'

It was also noted that Maui is an actual demigod in Polynesian mythology and not a character created by Disney

This isn't the film's first controversy. In the run-up to Moana's release on November 23, it has already divided audiences, receiving both praise and harsh criticism.

Disney was lauded for hiring people of color to voice its characters.

In addition to 14-year-old Cravalho as the title character, Dwayne 'The Rock' Johnson, who is of Samoan descent, was chosen to voice Maui.

But others took issue with the way Maui was represented.

Jenny Salesa, a member of New Zealand's parliament, made a Facebook post in June contrasting the attractiveness of three Polynesian actors to the cartoon character, who she said looked like a 'half pig half hippo.'

Moana was initially hailed for breaking new ground by featuring the first-ever Polynesian Disney princess and the first princess without a romantic interest