Women are blasting Maybelline New York’s ill-advised move to feature an individual who appears to be a bearded man. In a video recently posted by Maybelline on social media, Ryan Vita, who has a hairy face and extremely long nails, can be seen advertising and applying lip color. Text in the corner of the video declares, “*MaybellinePartner.” Vita’s Instagram page indicates that he uses “she/he/they” pronouns.
Women blasted the makeup brand in the comments on the post.
“Enough of this creepy crap!” BlazeTV’s Lauren Chen exclaimed in response to Maybelline’s post.
“Why are you using MEN TO ADVERTISE THIS? I can’t picture myself wearing any of your lipsticks when all I can see is a whole a** beard and mustache!!! Enough already!” another person wrote, adding, “Out Maybelline!”
“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,” someone else wrote.
“Really don’t want to be seeing MEN doing makeup tutorials!!! Nonsense,” another person commented.
“The point of advertising is to focus on a target audience, not alienate them. You had better hope that there are a lot of lipstick wearing, bearded men out there to make up the sales that you have just lost,” someone else wrote.
NYX Professional Makeup has previously promoted lip cream by sharing photos of a bearded individual with bright pink lips.
A video featured last month on the Maybelline Instagram account features “RuPaul Drag Race’s iconic Mistress Isabelle Brooks,” whose chest hair is visible during the video.
Dylan Mulvaney, a biological man who identifies as a woman, has also apparently promoted Maybelline. He posted a video earlier this year that included text in the corner that read “*MaybellinePartner.”
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