Maybelline Grapples with Public Backlash Over Inclusive Advertising

Maybelline Grapples with Public Backlash Over Inclusive Advertising

THE WHAT? L’Oréal-owned Maybelline is criticised for featuring bearded makeup artist Ryan Vita in an advertisement, following a similar controversy involving transgender influencer Dylan Mulvaney. This marks the second time Maybelline’s choice of influencers for its campaigns has stirred public unrest this year.

THE DETAILS? The ad, showcasing Vita applying Maybelline’s “Super Stay” liquid lipstick, prompted a significant backlash among the brand’s followers. The video gathered over 1.2 million views in less than 24 hours, accompanied by many disapproving comments and calls for boycotts on various social media platforms.

THE WHY? The reaction to the ad underscores ongoing societal tensions around gender norms, particularly in industries like beauty that have historically been marketed towards cisgender women. This controversy also underscores the challenges brands face in balancing efforts towards inclusivity with potential backlash from consumers resistant to change.