Maybelline has received backlash for using men, some with beards, to promote its new makeup lines. The brand featured makeup artists Ryan Vita and Zak Taylor in promotional videos on its Instagram page. Social media users expressed their disappointment and criticized the brand for using men in makeup tutorials. This comes after Maybelline previously faced a boycott threat for sponsoring transgender influencer Dylan Mulvaney.

The brand posted a video on TikTok featuring Mulvaney before and after applying makeup. The partnership with Mulvaney sparked controversy and led to financial repercussions for the company. Maybelline's parent company, Anheuser-Busch, lost market value and executives took a leave of absence. The brand was accused of fueling culture wars and faced criticism for not standing by Mulvaney. Bud Light sales have also dropped significantly following the controversy. The article concludes by highlighting how big brands are implementing woke advertising campaigns to please LGBTQ+ advocacy groups, despite potentially losing conservative customers.