Cosmetics giant Maybelline has been criticized for using men, some with full beards, to promote their new product lines.
The brand had makeup artist Ryan Vita, a “Maybelline partner,” promote a new lipstick in two promotional videos shared on its Instagram page.
In another post last week, makeup artist Zak Taylor was also used to promote a new summer product the brand had launched.
The move immediately sparked an outpouring of backlash from social media users criticizing the brand for using men.
The company faces backlash after sponsoring Vita, left, and Taylor, right, on their social media profiles
In his promotional video, Vita can be seen applying a bright pink lipstick on herself as part of an Amazon Prime Day ad.
The company captioned their post by tagging Vita, who has 49,000 followers on his Instagram page, and used the hashtag #maybellinepartner.
In a similar post, Taylor is seen applying makeup to his face, neck, and ears with a 4-in-1 makeup applicator.
Again, the makeup brand tagged him in the post and used the hashtag #maybellinepartner.
One person responded to the post of Vita applying the lipstick and said, “Enough with these disturbing people’s messages!!!”
Another said: ‘I really don’t want to see MEN doing makeup tutorials!!! Nonsense.
Meanwhile, another commented, “Do you really think we’d want to buy these lipsticks after seeing this?” I love Maybelline but can’t handle this.
‘I even got scared when I saw this! Please stop.’
This latest backlash comes after the company was threatened with a public boycott after they sponsored transgender influencer Dylan Mulvaney.
The company received comments from their followers because of the post on their Instagram page
This latest backlash comes after the company was threatened with a public boycott after they sponsored transgender influencer Dylan Mulvaney.
Back in April, Maybelline posted a video to their TikTok page, featuring Mulvaney makeup for free before she “gets glam” with eyeshadow, lipstick, and other products.
The video was posted as Mulvaney approached her 100th day of publicly identifying as a woman.
Mulvaney also teamed up with Bud Light in April, with the company coming under fire for the stunt sparking a furious backlash from conservatives.
The video was posted as Mulvaney approached her 100th day of publicly identifying as a woman
Mulvaney shared photos of herself holding a personalized can to celebrate her transition a year ago, posing with beer cans in a bathtub.
The brand was accused of interfering in one of the most hot button culture war issues out there.
Anheuser-Busch has since tanked more than $27 billion in market value, and two of its top executives have taken a “leave of leave.”
The partnership upset conservative drinkers, who quickly boycotted the brand, as well as outraged liberals who said the company failed to act in solidarity with Mulvaney.
Mulvaney only recently broke her silence about the fiasco, berating the troubled brand for not standing by her side.
Working with Bud Light as part of their March Madness campaign in April, Mulvaney was gifted a can of light beer with her face on it – sparking outrage
She told her 1.8 million followers, “I waited for the brand to contact me, but they never did. I have been afraid to leave my house.
“If a company hires a trans person and then doesn’t publicly assist them, it’s worse than not hiring a trans person at all.
“I’ve been ridiculed in public, I’ve been followed, and I’ve felt a loneliness I wouldn’t wish on anyone.”
Recent figures show that sales of Bud Light in the week ending June 24 were down 27.9 percent from last year.
By mid-June, Modelo became the best-selling beer in the US, a position previously held by Bud Light for more than two decades.