Cosmetic Company Decides to Commit Corporate Suicide, Facing Boycott Because of Partnership With Dylan Mulvaney

Photo by Richard Shotwell/Invision/AP

Bud Light has already seen a huge loss because of its relationship with influencer Dylan Mulvaney, who claims to be transgender.

As we reported, their sales have plunged 17 percent since they decided to commit brand suicide, with the trend accelerating.


The latest sales data from NielsenIQ and Bump Williams Consulting shows that Bud Light sales fell 17% in dollars, while volume dropped a whopping 21% in the week ended April 15.

That’s sharply ahead of the 6% drop in sales dollars and 11% drop in volume that Bud Light had suffered during the week ended April 8 — the seven days that immediately followed the April 1 launch of the controversial Mulvaney campaign on social media.

They’ve put two of their marketing executives on “leave of absence” in the wake of this bad decision and have reportedly hired conservative consultants to try to get their customer base back.

But meanwhile, another company has decided to go down that wrong road as well — makeup brand Maybelline. Maybelline partnered with Mulvaney to recognize his “365 days of being a girl” and to promote their brand with a video featuring Mulvaney putting on their products, last month.

The title of the video reads, “Getting glam for my Day 365 show with @maybelline #maybellinepartner #dylanmulvaney #shorts.” The video also indicated that Mulvaney was a “Maybelline Partner.”

That’s now sparked a boycott of Maybelline as well.

Are none of these companies watching what’s happened to Bud Light? Or is the ESG score and the behind-the-scenes pressure more important than losing whatever customer base you may have left?


How can you claim to care about women customers yet have no issue with doing this kind of “woman face” mockery?

British detransition activist Oli London posted the video, using Maybelline’s famous slogan, calling out what the company was doing, “Maybe he’s born with it, maybe it’s Maybelline. The new face of Maybelline, ladies!”

It’s gotten over 2.2 million views, with virtually all the comments telling Maybelline that they’d made a very dumb move, and many coming from women saying they will be boycotting them. The comments against this were from both sides of the political aisle.

Over on Twitter, one user wrote: “The latest fools to employ Dylan Mulvaney are make-up company Maybelline. Get woke, go broke.”

Another Twitter user added: “Time for #BoycottMaybelline to trend, since Maybelline used Dylan Mulvaney as their sponsor.”

Maybelline and its parent company, L’Oreal, did not immediately respond to The Post’s request for comment.


Mulvaney also has partnership deals with Nike, Amazon Prime, KitchenAid, OkCupid, and a few other companies.

The boycott of Maybelline is just starting so we’ll have to see what kind of an effect it might have. Bud Light had a lot of folks on the right in its customer base before it decided to go woke. Maybelline is mostly older women, so just like with Bud Light, I can’t see the customer base finding this an appealing draw. Perhaps, as with Bud Light’s marketing VP Alissa Heinerscheid, Maybelline thinks this is a way of appealing to younger people. But you don’t do that by alienating the base, and I don’t see why this would cause a ton of younger folks to flood to Maybelline anyway. Talk about another bad marketing move. Exactly who wants to look like a man in make-up? Is that what they are telling women is appealing? Because I assure them, women aren’t going to agree.

Why not just make a good product that celebrates real women?


Join the conversation as a VIP Member

Trending on RedState Videos