You might be reading too much into it (or not). As a person of color myself, I didn't find the comment as if designed to "gotcha" as much as to clarify from a place of some (imho understandable) frustration. I think nphatack's answer does a good job at clarifying by specifying the range in the Fitzpatrick scale.

In my case, being mixed race, I could fall anywhere between 2 and 4 depending on the time of the year and my tanning. The clarification is helpful. "Lion Pose" also evokes Black culture so I would assume the intention is to target mainly the Black community (of which I consider myself part of, anyway) whilst people of colour is a broader group so it's a valid question.

It can also be confusing (and for some frustrating, but I don't find it so myself) because "people of colour", especially in the USA, generally means anything that's not a 1 on that scale (e.g. some latinos or mediterraneans), so the ambiguity can easily be avoided by using darker skin vs fairer skin, which also has no political or ideological connotations, generally.

Personally I think this is a great brand and one I hope also makes it across the pond to Europe. We need more, not fewer, beauty and skincare products aimed at treating darker skins.