Cosmetics brand Maybelline has recently joined the growing list of companies embracing social awareness by collaborating with transgender social media personality Dylan Mulvaney for promotional purposes. Consequently, the brand has come under fire from social media users urging for boycotts, reminiscent of the controversies surrounding Bud Light and Nike.
Mulvaney shared a video of himself applying makeup, accompanied by the hashtag #Maybellinepartner. Outspoken conservative gender commentator, Oli London shared the video, captioning it, “Perhaps it’s natural, or perhaps it’s Maybelline. Introducing the new face of Maybelline, everyone!” The video in question is said to mark Mulvaney’s 365th day of identifying as female. In the caption, Mulvaney stated, “Getting ready for my Day 365 event with @maybelline #maybelline partner.”
A social media account called “Let’s End the Nonsense!” commented, “This isn’t how genuine women behave! It demeans them and ridicules their intelligence. I’ve never encountered a real woman who acts childishly while applying makeup. This is shameful.” Another user remarked, “What’s most absurd is that we don’t behave this way when applying makeup, exercising, and frankly, most of us don’t have time for a six-pack of Bud Light during a bubble bath, nor do we possess princess-themed bedrooms. We’re typically occupied with raising children, managing households, and working. This is not an accurate portrayal of women. Unbelievable.”
Dr. Jordan Peterson urged for boycotts of Maybelline and other brands that have sponsored Mulvaney. Peterson tweeted, “It’s clearly time to welcome @Maybelline to the boycott circle alongside @Disney @Nike @Budweiser.” It’s astounding that Maybelline proceeded with the partnership despite witnessing the significant consumer backlash faced by other women’s brands that had collaborated with Mulvaney. For instance, after Nike partnered with Mulvaney for its sports bra promotions, many women not only stopped purchasing Nike products but also destroyed them, as reported by The American Tribune.
Angered by the new marketing strategy, numerous women initiated and participated in the “Burn Bra Challenge” on TikTok, in which they set their Nike sports bras ablaze in protest of the brand’s collaboration with transgender activist Dylan Mulvaney.
As Breitbart disclosed, one TikTok user who identifies herself as a “southern mama,” chatterbox.mama, uploaded a “Burn Bra Challenge” video on Tuesday, during which she sets fire to a Nike women’s sports top and expresses her frustration with the company’s treatment of women. In the video, she asserts, “To all the authentic women out there – we’re engaged in the battle of all battles. We’ve been fighting for our right to be women since the 1960s. Nike, you ought to be ashamed.”
She continued, “You selected a young boy without breasts and with male genitals to symbolize genuine women. Nike, I am finished with you. I will never purchase a Nike product for the rest of my life. And there are millions upon millions of women who feel the same way.”