Beauty website Total Beauty has come under fire for its gaffe involving Whoopi Goldberg after the site sent out a tweet of Goldberg arriving at the 88th Academy Awards ceremony — but mistakenly captioned the photo as showing Oprah Winfrey, instead.

Total Beauty sent out a tweet at the Oscars' beginning, praising the woman they thought was Oprah for revealing her extensive tattoos in conjunction with her black gown.

“We had no idea @Oprah was #tatted, and we love it," Total Beauty stated in its since deleted tweet.

It only took minutes for social media to pounce upon the website's unfortunately-timed gaffe during an Oscars ceremony already rife with racial controversy.

Who is running Total Beauty's social media right now #Oscarspic.twitter.com/i1PuCbMkNA

— Gabby Yocum (@thegreat_gabbby) February 29, 2016

.@TotalBeauty@Oprahpic.twitter.com/Pce0dXUsmQ

— Anré D. Washington (@Anre_ATL) February 29, 2016

@TotalBeauty@notsocleverthopic.twitter.com/cQsKTiDHlm

— Phantom ☥ da Chakra (@CarterLansky) February 29, 2016

We had no idea @Oprah was a 9 year old boy, and we love it. #Oscarspic.twitter.com/UveHOBktBb

— Jordie (@BarstoolJordie) February 29, 2016

After realizing its mistake, Total Beauty proceeded to delete the original tweet and issue an apology to Oprah, Goldberg, and everyone else who was offended by the ill-timed tweet.

We’d like to apologize to Oprah and Whoopi, as well as everyone we’ve offended. It was our error, and there are no excuses. We’re sorry.

— Total Beauty (@TotalBeauty) February 29, 2016

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