Maybelline faces backlash after using men to promote its new lipstick

Maybe he’s born with it? Fury at Maybelline for using men with full beards to promote new make-up line

  • The cosmetics company has come under fire after using two men with beards to promote its new products 
  • In posts to its Instagram page, it used two male ‘Maybelline Partners’ to promote a lipstick and applicator 
  • This latest backlash comes after the company was threatened with a boycott earlier this year for sponsoring transgender influencer Dylan Mulvaney 

Cosmetics giant Maybelline has been slammed for using men, some with full beards, to promote its new product lines. 

The brand had makeup artist Ryan Vita, a ‘Maybelline Partner’, promote a new lipstick in two promotional videos shared to 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 avalanche of comments from social media users who slammed the brand for using men.

The company is facing a backlash after sponsoring Vita, left, and Taylor, right, on its social media profiles

In his promotional video, Vita can be seen applying a bright pink lipstick as part of an Amazon Prime Day advert. 

The company captioned its 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 make up to his face, neck and ears using a 4-in-1 makeup applier. 

Again, the makeup brand tagged him in the post and used the hashtag #maybellinepartner. 

One person commented on the post showing Vita applying the lipstick saying: ‘Enough with these disturbing people’s posts!!!’

Another said: ‘Really don’t want to be seeing MEN doing makeup tutorials!!! Nonsense.’

Meanwhile one other commented: ‘Do you really think we would want to buy these lipsticks after seeing this? I love Maybelline but can’t handle this. 

The company received backlash from its followers due to the post on its Instagram page

‘I got scared even by seeing this! Please stop.’ 

This latest backlash comes after the company was threatened with a public boycott after it sponsored transgender influencer Dylan Mulvaney. 

In April, Maybelline posted a video to its TikTok page, with Mulvaney make-up 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 had also partnered with Bud Light in April, with the company coming under fire for the stunt which sparked a furious response from conservatives.

The video was posted as Mulvaney approached her 100th day of publicly identifying as a woman

Mulvaney shared images of herself with a personalized can celebrating one year since she transitioned as well as posed with cans of the beer in a bathtub. 

The brand was accused of meddling in one of the most hot-button culture war issues currently facing the country.

Anheuser-Busch has since tanked more than $27billion in market value and two of its top executives took a ‘leave of absence.’

The partnership upset conservative drinkers who were quick to boycott the brand but also enraged liberals who said the company failed to respond in solidarity with Mulvaney.

Mulvaney only recently broke her silence on the fiasco and excoriated the troubled brand for not standing by her. 

Mulvaney worked with Bud Light in April as part of their March Madness campaign and was gifted a can of the light beer with her face on it – which sparked outrage

Speaking to her 1.8 million followers, she said: ‘was waiting for the brand to reach out to me, but they never did. I’ve been scared to leave my house.

‘For a company to hire a trans person and then not publicly stand by them is worse than not hiring a trans person at all.

‘I have been ridiculed in public I’ve been followed and I have felt a loneliness that I wouldn’t wish on anyone.’

Recent figures show sales of Bud Light dropped 27.9 percent on last year in the week ending June 24.

In mid-June Modelo became the best-selling beer in the US, a position previously held by Bud Light for more than two decades. 

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