Maybelline is facing criticism for featuring a bearded social media influencer in a lipstick ad, with critics accusing them of insulting women.

The company shared a video from TikTok content creator Ryan Vita, who is described as a paid “Maybelline Partner,” applying their new range of lipsticks on sale for Amazon Prime Day. The video was posted on Maybelline’s Instagram and TikTok accounts. Vita, who uses “she/he/they” pronouns and has over one million followers on TikTok, received backlash for the ad.

Maybelline ad on Fox News

Maybelline came under fire for featuring a bearded social media influencer in an online ad.
(Fox News)

The Instagram post received nearly 5,000 comments a day later, with many accusing the company of insulting their customer base.

“Why are you using MEN TO ADVERTISE THIS?” one woman wrote. “I can’t picture myself wearing any of your lipsticks when all I can see is a whole a** beard and mustache!!! Enough already!” Another person added, “Peace out Maybelline!” with a peace sign.

BRIDAL MAGAZINE PUTS BEARDED ‘TRANS-FEMININE’ ACTIVIST IN DRESS ON COVER, DRAWS BACKLASH

“STOP DISRESPECTING US!!! Signed, A Biological Female who gave birth,” another user wrote with a facepalm emoji.

Some users on Twitter found the ad disturbing, while others wondered if it was a form of trolling.

There were also Twitter users who mocked the company by modifying its famous slogan, “Maybe she’s born with it, maybe it’s Maybelline.”

“Maybe he’s born with it…maybe it’s Maybelline,” detransitioner and social media influencer Oli London wrote.

This isn’t the first time Maybelline has faced backlash for partnering with a biological male to promote its cosmetics to primarily female consumers.

In April, the company received criticism for partnering with Dylan Mulvaney in social media ads.

Maybelline is owned by L’Oreal, the world’s largest cosmetic company.

CLICK HERE TO GET THE NY NEWS APP

In April, a bridal magazine sparked backlash for featuring a bearded “transfeminine” activist in a wedding dress on its cover.

Ryan Vita and Maybelline did not immediately respond to a request for comment from Fox News Digital.

Share.
Leave A Reply