Being one of the most famous faces out there means that almost everything Kendall Jenner does online comes under some fairly intense scrutiny.

Which is no doubt why something as seemingly small as her choice of emoji can cause a social media uproar - as it did last week.

The 21-year-old supermodel was hit with a barrage of anger after her celebration of a recent magazine cover featuring her and her sisters and mother rubbed users the wrong way.

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Under fire: Kendall Jenner, 21, is the target of a backlash over her choice of emoji on Twitter

Putting it out there: The controversy started with this tweet celebrating the release of the new Hollywood Reporter cover

The reason for the stink? A tanned fist emoji that Kendall tacked onto the end of her Tweet, reading: 'Sister power...girl power.'

She wrote the words and the emoji alongside the cover of The Hollywood Reporter, which features her with her sister Kylie Jenner, half-sisters Kim, Khloe and Kourtney Kardashian and their mother Kris Jenner all wearing neutral-toned ensembles.

'Oh nah, why Kendall put her emoji as a darker skin tone?' wrote one user in response to the tweet.

Another raged: 'Y'all are not black. Next time use a white emoji.'

Getting attention: Quickly, users started taking notice of the shade of the fist emoji Kendall had tagged at the end of the tweet

Lining up: Several people hit out at Kendall for not using an emoji that matched her skin tone

One snarky user shot back at the model by rewriting her tweet as 'cultural appropriation power.'

However, plenty of other users staged their own backlash against the backlash, with one writing: 'People are ACTUALLY mad about the COLOR of the emoji Kendall Jenner used. Surely there's more important things to be angry about.'

Kendall has yet to respond to the remarks, but it comes just as her sister Kim revealed how hard Kendall was hit by the widespread criticism over her controversial Pepsi commercial when it debuted in April.

Kendall's reaction to the advertisement - which came under fire for trivializing the Black Lives Matter movement -was revealed in the same cover story in The Hollywood Reporter.

The supermodel's sister Kim, 36, revealed while the catwalk queen, 21, kept her emotions private, she was devastated and 'at home crying' behind the scenes.

Behind closed doors: Kendall's reaction to widespread backlash over her controversial Pepsi commercial has now been revealed in an interview with The Hollywood Reporter

Kim explained in the interview, which celebrated 10 years of Keeping Up With The Kardashians on E!: 'We're not perfect, but you see these things in the media, like Kendall and her Pepsi ad, where I see her at home crying.

'But in the media she looks another way because she's not addressing it.'

Kendall added: 'I'm the most private one. If there's a moment I don't want anyone to hear, I talk to myself or talk to someone in another room.'

Kim revealed she urged her younger sibling to speak out on the controversy or allow the emotional scenes to feature in the family's reality show.

Opening up: The supermodel's sister Kim Kardashian, 36, revealed while the catwalk queen, 21, kept her emotions private, she was devastated and 'at home crying' behind the scenes

'I don't want anyone to hear': Kendall admitted she is the 'most private' of the Kardashian-Jenner family and chose not to speak out on the controversy

She added: 'I'm just like, "This is wrong. You need to speak up". She [Kendall] was like, "I don't ever want to show that footage of me crying".

'She was trying to not make excuses or be dramatic, but that was what she was going through at the time.'

Referring to the moment, momager Kris Jenner, 61, concluded: 'There are moments when it's hard to leave something in because it's vulnerable and it exposes us to a deeper level of emotion, and sometimes that's hard to share.'

The drink commercial was pulled within 24 hours of its launch in April, after being met with widespread condemnation.

Speak out! Kim revealed she urged her younger sibling to speak out on the controversy or allow the emotional scenes to feature in the family's reality show

Hard: Momager Kris Jenner, 61, concluded: 'There are moments when it's hard to leave something in because it's vulnerable and it exposes us to a deeper level of emotion

In the controversial commercial, Kendall was seen in the middle of a photo shoot when she happens to notice a protest march making its way down the street.

In the ad’s climatic scene, a police officer accepts a can of Pepsi from the model, and he takes a sip.

A woman wearing a nose-ring and a traditional Muslim headscarf takes a photograph and everybody cheers.

The advertisement sparked accusations that Pepsi has appropriated a racial protest movement to sell a global drinks brand.

The company pulled the commercial and issued a public apology to poster girl Kendall in the wake of the backlash.

Missed the mark: Kendall and Pepsi came under fire for trivializing Black Lives Matter in the protest-themed sales pitch

The commercial: Jenner was seen in the middle of a photo shoot when she happens to notice a protest march making its way down the street

Controversial: The ad sparked accusations that Pepsi has appropriated a racial protest movement to sell a global fizzy drinks brand

'Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize,' Pepsi wrote in a statement at the time.

'We did not intend to make light of any serious issue. We are removing the content and halting any further rollout.

'We also apologize for putting Kendall Jenner in this position.'

It even drew scathing criticism on social media from Bernice King, the youngest daughter of Dr. Martin Luther King Jr.

She posted an image of her father mid-peaceful protest - literally being pushed back by a police line and tweeted: 'If only Daddy would have known about the power of #Pepsi.'

Pepsi in turn responded directly to King: 'We at Pepsi believe in the legacy of Dr. King & meant absolutely no disrespect to him & others who fight for justice.'

Reverse: The fizzy drink commercial was pulled within 24 hours of launch in April, after being met with widespread condemnation