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.
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.
‘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.
