Maybelline, the world’s largest cosmetics firm, has come under fire for utilizing men, some with full beards, to promote their new product lines.
Ryan Vita, a “Maybelline Partner,” pushed a new lipstick in two promotional films posted to the brand’s Instagram page. Last week, a different article featured makeup artist Zak Taylor to promote a new summer product.
The action triggered an outpouring of criticism from social media users who chastised the brand for using guys.
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Ryan Vita is a digital designer best known for giving nail design and beauty lessons on their TikTok account, @ryanvita. They also share comedy and current events. Their videos have earned them 1.2 million TikTok followers.
They started utilizing TikTok in September 2020.
Their Instagram account, @ryanvitabeauty, offers photographs of their various cosmetic looks as well as product reviews.
As part of an Amazon Prime Day advertisement, Vita can be seen applying bright pink lipstick to himself.
The company captioned their post by tagging Vita, who has 49,000 followers on his Instagram page, and used the hashtag #maybellinepartner.
The video was posted by Paul Golding, the British political director of the far-right fascist political organisation Britain First, who claimed Maybelline had “learned nothing from Bud Light or Target’s experience.”
However, not everyone thought the advertisement offensive.
Maybelline is facing another backlash after being threatened with a public boycott after sponsoring transgender influencer Dylan Mulvaney.
Mulvaney appeared in a video broadcast by Maybelline to their TikTok page in April without any makeup on until she “gets glammed up” with eyeshadow, lipstick, and other products.
The film was released as Mulvaney approached her 100th day of publicly identifying as a trans woman.
Mulvaney previously collaborated with Bud Light in April, and the brand was chastised for the ruse, which enraged conservatives.
