Following a partnership with transgender social media celebrity Dylan Mulvaney, who shared a brief video last month of herself using the company’s cosmetics and “getting glam,” Maybelline is receiving calls for a boycott. #BoycottMaybelline is a trending hashtag over the incident trending on Twitter. Many web fans feel Mulvaney disrespect women.
The outcry is a result of conservative lawmakers in several American states passing legislation that limits transgender people’s rights, such as a recent bill in North Dakota that limits access to transgender health care there. Brands of all sizes frequently collaborate with social media influencers to market their goods via Instagram Reels or TikTok videos, frequently as a method to show their support for diversity or to target particular demographics like young women or LGBTQ+ individuals.
Mulvaney, 26, sparked a discussion about transgender brand ambassadors when Bud Light sent her a customized beer can bearing her face to mark a year since she began her gender change. The use of the star by large firms to advertise female products has stirred up controversy. Nike is using Mulvaney, who identifies as a woman but has not yet undergone gender reassignment surgery, to promote its line of athletic wear for women.
Additionally, companies including Maybelline, Ole Henriksen, Kate Spade, CeraVe, Crest, and Native Deodorant paid to have their products promoted on the celebrity’s social media.
@dylanmulvaney Getting glam for my Day 365 show with @maybelline #maybellinepartner ? Hey It’s Me – Official Sound Studio
After accepting a PR package from the manufacturers of sanitary products Tampax, Mulvaney sparked uproar. It’s false marketing at its best.
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The celebrity said subsequently that she did not use tampons despite claiming to carry them in several videos.
Mulvaney was a featured guest on the podcast of the American cosmetics chain Ultra cosmetics in October of last year, which drew controversy.
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