‘GOT SCARED’: Maybelline faces backlash for using bearded men to promote makeup

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Maybe he’s born with it?

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Cosmetics companies have been using men to promote their collections for years.

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For those who follow makeup brands and influencers, it’s nothing new. But for the others who are new to this world, another boycott is being called.

Maybelline is being threatened with another boycott after it sponsored Dylan Mulvaney – whom Bud Light wishes they had never heard of – earlier this year.

But Mulvaney is but a blip following the discovery by some of Maybelline’s other partners – namely makeup artists Ryan Vita and Zak Taylor who not only like to apply it to others but themselves too.

In Vita’s video posted on Maybelline’s Instagram, the bald beardo applies different shades of lipstick as part of an Amazon Prime Day promotion.

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Vita can also be seen in another video applying Maybelline’s lip gloss.

His promo video follows Taylor’s, who was shilling the brand’s new summer product, a 4-in-1 Protector.

In both videos, the hashtag #maybellinepartner was used.

While some loved what the men were selling, many others slammed Maybelline for their choice of partners.

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“Why are you using MEN TO ADVERTISE THIS?” asked one woman. “I can’t picture myself wearing any of your lipsticks when all I can see is a whole ass beard and mustache!!! Enough already!”

Another chimed in: “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.”

One user added, “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.”

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However, one woman had enough with the hateful comments.

“I’m sorry but who cares if he is a guy with facial hair?”

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In April, Maybelline posted a video to its TikTok page, which Mulvaney shared on her Instagram, showing the trans activist wearing no makeup before “getting glam” with an array of products.

While Mulvaney’s partnership with Bud Light has made an indelible mark – having lost more than $27 billion in market value – there was no immediate word on if or by how much Maybelline’s sales have suffered.

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