Cosmetics giant Maybelline is facing a new wave of criticism after featuring a bearded social media influencer, Ryan Vita, in a recent lipstick advertisement. The video, promoting a lipstick range on sale for Amazon Prime Day, was shared on Maybelline's Instagram and TikTok accounts. Vita, who uses she/he/they pronouns and boasts over a million TikTok followers, is identified as a paid “Maybelline Partner.”

The Instagram post quickly garnered nearly 5,000 comments, many expressing disapproval and accusing the company of alienating its core female demographic. Comments ranged from expressions of confusion to outright anger, with some users questioning the brand's marketing strategy and others vowing to boycott Maybelline products. One commenter stated, "Why use men to advertise lipstick? It's hard to envision myself wearing these products when all I see is a beard and mustache!" Another user expressed frustration, writing, "Stop disrespecting us! Signed, A Biological Female who gave birth."

The backlash extended to Twitter, where users described the ad as “disturbing” and questioned if Maybelline was intentionally “trolling” its audience. Some even satirized the company’s iconic slogan, “Maybe she’s born with it, maybe it’s Maybelline,” changing it to “Maybe he’s born with it…maybe it’s Maybelline.” This echoes similar criticism Maybelline received in April after partnering with Dylan Mulvaney, another transgender influencer, which sparked calls for a boycott.

This recent incident is not the first time a company has faced scrutiny for featuring transgender individuals in marketing campaigns. In a related case, a bridal magazine also drew backlash for putting a bearded “trans-feminine” activist on its cover. Maybelline, owned by L'Oreal, the world's largest cosmetics company, and Ryan Vita have not yet responded to requests for comment.