Maybelline’s fallout over bearded men plugging makeup line: ‘You’re about to be Bud Lighted’

Bud Light, Target and Disney stand out as beacons to what may befall corporations that choose to tout their woke credentials at the expense of a loyal customer base, yet some companies eagerly fall headlong into the abyss.

The popular makeup and cosmetic company Maybelline falls into this category with a new promotion earlier this week for Amazon’s Prime Day that employed a man with a full beard to promote its product — makeup artist and “Maybelline Partner” Ryan Vita, whose pronouns are “he/she/they,” plugged a new lipstick while showing off his carefully manicured long nails.

Posted on Instagram, the caption began: “Of course we have @amazon prime day deals @ryanvitabeauty !!!”


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A post shared by Maybelline New York (@maybelline)

This effort followed an ad shared last week featuring fully-bearded makeup artist Zak Taylor promoting a new makeup line — the two ads featuring effeminate men not only further an ongoing campaign on the left to emasculate men and rid the world of their “toxic masculinity,” but also represent two potential jobs for women lost.


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A post shared by Maybelline New York (@maybelline)

While Maybelline is now dealing with considerable fallout over the ads, this is far from the first time the company has used bearded men to sell makeup.

“Maybelline has used members of the LGBTQ community and men to market its products for years (including some who are bearded), most notably in 2017, when it enlisted Manny Gutierrez, known for his popular “Manny Mua” YouTube channel with nearly 5 million subscribers, as its first male star of a marketing campaign,” Forbes reported.

Bud Light tried to push Dylan Mulvanery, a 26-year-old biological male who fancies himself a young girl, on America and that proved to be perhaps the most disastrous marketing decision ever, and Target lost billions in market value after pushing a “tuck-friendly” swimsuit line for children. It remains to be seen what impact, if any, Maybelline will experience in promoting testosterone-challenged “men.”

Here’s a quick sampling of the pushback being seen on Twitter:


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