MAC has been criticised by its social media followers after a lipstick promotion designed to celebrate Australia’s National Lipstick Day proved more popular than anticipated, according to a report published by news.com.au

The Estée Lauder Companies-owned brand offered free lipsticks in select shades ‘strictly while stocks last’ to those who visited MAC stores, and participating David Jones and Myer outlets via its Instagram account.

However, fans were left disappointed as stocks ran out in a matter of minutes. “Could have advertised that ‘while stocks last’ means you’re only giving out 20 free lipsticks per store instead of wasting everyone’s time,” posted one follower on MAC’s Instagram account.

“Thank you to everyone who visited MAC yesterday to celebrate National Lipstick Day and collect a free lipstick of select shades,” said MAC in a statement to news.com.au. “We experienced the most overwhelming response and due to popular demand, many of our locations ran out of stock early on in the day. We gave away thousands of lipsticks across the day but know some consumers have missed out and we are really sorry to those left disappointed.”

“It wasn’t due to popular demand that you ran out, it was a scam,” wrote another fan. “My Myer had only 50 lipsticks to give away, that’s not a lipstick giveaway.”

However, some fans spoke out in support of the prestige make-up brand, noting that, “They said stocks were limited. Do you think MAC can afford to give a lipstick to everyone in the country?”