Originally published April 26, 2023 2:00 pm PDT
Cosmetics company and makeup brand Maybelline is facing backlash and boycotts following its partnership with transgender social media influencer Dylan Mulvaney.
The controversy began after the 26-year-old biological male posted a TikTok video celebrating their 365th day of publicly identifying as a “woman.”
The video has since gained nearly 200,000 likes.
In the video, Mulvaney applied Maybelline products and wrote, “Getting glam for my Day 365 show with @maybelline #maybelline partner.”
Mulvaney started with no makeup and donned a bathrobe before applying Maybelline products.
The video’s caption read, “Getting glam for my Day 365 show with @maybelline #maybellinepartner #dylanmulvaney #shorts.”
The promotional post has prompted protests against Maybelline, similar to previous boycotts against Anheuser-Busch’s Bud Light, which featured Mulvaney in a social media ad.
Numerous individuals took to social media to criticize Maybelline for partnering with the transgender influencer and urged others to stop purchasing products from the makeup company.
Now, conservative consumers are targeting Maybelline for similar reasons.
One TikTok user commented, “Thank you. I won’t be buying this product.”
However, conservative viewers were not pleased with Mulvaney’s partnership with Maybelline.
British de-transition activist Oli London retweeted the video and mocked it with Maybelline’s famous slogan, saying, “Maybe he’s born with it, maybe it’s Maybelline. The new face of Maybelline, ladies!”
Influencer “Conservative Momma” also criticized the partnership, tweeting, “So no more @Maybelline. Supporting womanface, is degrading and offensive to real women.”
Another displeased user, Stacie Allison, wrote, “Ok ladies, now Maybelline is partnering with the degradation of women. #BoycottMaybeline.”
On Twitter, one user commented, “The latest fools to employ Dylan Mulvaney are make-up company Maybelline. Get woke, go broke.”
Another added, “Time for #BoycottMaybelline to trend, since Maybelline used Dylan Mulvaney as their sponsor.”
The Maybelline ad is only one of several brand partnerships Mulvaney has taken on recently, including a highly controversial partnership with Bud Light that led to a 17% plunge in the beer company’s sales.
