Maybelline Boycott Dylan Mulvaney Advertisement
Maybelline, a popular makeup company, is facing calls for a boycott after sponsoring transgender social media influencer Dylan Mulvaney to promote its products. Mulvaney, who has 1.8 million followers on Instagram, often features herself promoting products from major brands on her social media channels. In the Maybelline promotion video posted on TikTok, Mulvaney applies makeup products before showing off her new look. This promotion comes as Anheuser-Busch’s Bud Light is dealing with a boycott of its beer due to its partnership with Mulvaney.
The partnership with Mulvaney has been met with mixed reactions on social media. Many Twitter users have called for a boycott of Maybelline, with some claiming that “women’s rights are being taken back by these men.” Bud Light has seen a decline in sales by 17% as well as two high-ranking marketing executives on leave. Country music stars such as John Rich, Travis Tritt, and Kid Rock announced they were done with the brand over the Mulvaney controversy.
Mulvaney, who is an outspoken activist for transgender people, often uses her social media platforms to detail her own experience transitioning from male to female. She has partnered with numerous brands, including Nike, Kate Spade, and Motorola US, to promote their products.
During the coronavirus pandemic, Mulvaney used TikTok to continue discussions on gender, which helped her ask questions about herself and gender identity. In an interview with GirlBoss, Mulvaney said that she had never asked herself those questions before and that being trans was very taboo.
Maybelline has not yet commented on the calls for a boycott. Meanwhile, Bud Light’s marketing collaboration with Mulvaney has put two executives on leave, following death threats received by the social media influencer.
Published by HOLR Magazine.