"What a joke!": customers left fuming after yesterday's M.A.C. Cosmetics lipstick giveaway.

M.A.C. Cosmetics customers are venting their frustration on social media after a nationwide lipstick giveaway fell short of “overwhelming” demand.

To celebrate National Lipstick Day on Saturday, the brand offered one free lipstick per person via it’s standalone stores and David Jones and Myer counters. The only catch? Recipients had to ‘sign up’ in store and follow the M.A.C. Cosmetics Australia Instagram page.

While the brand’s promotions for the event clearly stated that the offer was ‘while stocks last’, customers flooded its social channels with complaints of short supply, lack of communication from store staff and dissatisfaction with available colours.

“Lined up for an hour to get to the front of the line and be told they are all gone!” one poster write. “Instead of making people wait that long for nothing they should have worked out how many they had left and cut off the line! Not Impressed!”

“Forty-one free lipsticks at a major shopping centre!” wrote another. “What a joke! Got there an hour early and turned away.”

???? ANNOUNCEMENT! Tomorrow we are celebrating National Lipstick Day ???????????????? Join us in-store for the ultimate beauty celebration! PS: there will be Lipstick giveaways! Note: Strictly whilst stock lasts on selected shades only. Available in M•A•C stores, David Jones Stores and participating Myer stores #MACLipsLipsLips

A post shared by M·A·C Cosmetics Australia (@maccosmeticsaustralia) on Jul 27, 2017 at 7:54pm PDT

Several customers claimed their store ran out within minutes.

“Myer opens at 9, and we were told all gone at 9:10. What a joke!” wrote one.

“This seems like it was just a way for M.A.C. to get rid of the colours that nobody wants to buy. Why do you even make green lipstick?” added another commenter. “I’m sleeping in next year.”

In a statement issued to news.com.au, M.A.C. Cosmetics Australia apologised to customers who missed out during the event.

“We experienced the most overwhelming response and due to popular demand, many of our locations ran out of stock early on in the day,” a spokesperson told the outlet.

“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.”

M.A.C. Cosmetics lipsticks retail for $36.00.