Conservative consumers have directed their ire at makeup brand Maybelline for partnering with a transgender woman and biological male, Dylan Mulvaney, in a recent makeup advertisement.
The collaboration aimed to celebrate Mulvaney's gender transition and promote Maybelline products, featuring the TikTok star applying various makeup items.
The advertisement, posted on Mulvaney's TikTok account last month, is one of several brand partnerships the transgender influencer and activist has recently taken on. A controversial partnership with Bud Light sparked a significant backlash from conservative consumers, leading to a 17% plunge in the beer company's sales. Mulvaney has also generated outrage for modeling sports bras for Nike.
Conservatives are now aiming to protest Maybelline for a similar reason.
The TikTok video begins with Mulvaney appearing without makeup, wearing a bathrobe. She starts applying Maybelline products and briefly covers the camera with a makeup brush, a popular TikTok technique to transition to the next shot.
When the meeting is removed, Mulvaney is revealed wearing a dress, with her hair and makeup completed, and appears ready for a night out. Before the clip ends, she applies Maybelline lip gloss and smiles at viewers.
The video's caption reads, "Getting glam for my Day 365 show with @maybelline #maybellinepartner #dylanmulvaney #shorts." Text in the top right corner of the clip indicates that Mulvaney is a "Maybelline Partner."
However, conservative viewers and makeup users have expressed discontent with Mulvaney's latest collaboration.
British detransition activist Oli London shared the video on Twitter, sarcastically employing Maybelline's famous slogan, tweeting, "Maybe he's born with it, maybe it's Maybelline. The new face of Maybelline, ladies!"
Influencer and commentator "Conservative Momma" criticized the partnership, posting, "So no more @Maybelline. Supporting womanface, is degrading and offensive to real women."
Canadian conservative activist Liz Churchill announced her intention to discard her Maybelline products, stating, "No way. I will have to throw out my 2 Maybelline products. Shame."
User Claire Hunt tweeted, "The entire feminist movement just rolled over in its grave, as this saccharine display pretends to be an Exemplar of 'Womanhood.'"
Another displeased user, Stacie Allison, wrote, "Ok ladies, now Maybelline is partnering with the degradation of women. #BoycottMaybeline."
Former Democrat and Twitter user Terry Van Loon commented, "More crappy brands who choose the 'hail mary' pass before bankruptcy."
The backlash against Maybelline for partnering with Mulvaney has highlighted the ongoing debate surrounding transgender representation in advertising and conservative consumers' reactions.
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