Now social media calls to boycott Maybelline over make up brand’s tie up with Dylan Mulvaney 

Maybelline is the latest company to be threatened with a public boycott after sponsoring transgender social media influencer Dylan Mulvaney, 26, to post a video online promoting its make-up. 

In the Maybelline promotion video posted on TikTok, Mulvaney is make-up free before she ‘gets glam’ with eyeshadow, lipstick and other products.

The video was posted as Mulvaney approached her 100th day of publicly identifying as a woman.

It comes as another major commercial brand, Anheuser-Busch’s Bud Light, is dealing with a boycott of its beer due to its partnership with Mulvaney. 

The brand has seen sales slump by 17%  as well as two high ranking marketing execs on leave.

Reactions to Dylan Mulvaney partnering with Maybelline on Twitter

‘The latest fools to employ Dylan Mulvaney are make-up company Maybelline,’ one Twitter user wrote on April 24. ‘Get woke, go broke.’ 

Another Twitter user wrote: ‘Time for #BoycottMaybelline to trend, since Maybelline used Dylan Mulvaney as their sponsor.’

One more tweeted: ‘Hey [Maybelline] Women have fought for years to get to where we are, women’s rights are being taking back by these men, and you support it. Please all of us born women let’s [boycottmaybelline].’

MailOnline has asked L’Oreal Group, the parent company of Maybelline, for comment.

Mulvaney, who has 1.8million followers on Instagram, often features herself promoting products from major brands, such as recent posts where she sports Nike athletic wear and Kate Spade clothing.

Reactions to Dylan Mulvaney partnering with Maybelline on Twitter

Reactions to Dylan Mulvaney partnering with Maybelline on Twitter

Dylan Mulvaney is an outspoken activist for transgender people and has used TikTok to detail her own experience transitioning from male to female.

While living with her parents during the Coronavirus pandemic, Mulvaney used the platform to continue discussions on gender.

‘I finally asked myself these questions about gender,’ Mulvaney told GirlBoss.

‘I had never asked myself those dark questions because when I was four, I tried coming out to my mom as a girl, but it just wasn’t a thing then. Being trans was very taboo.’

On Monday, reports surfaced that Bud Light had seen sales plummet by 17 per cent since the Mulvaney partnership.

Country music stars such as John Rich, Travis Tritt and Kid Rock made headlines when they announced they were done with the brand over the Mulvaney controversy.

Mulvaney had first announced her partnership with the beer company in a series of videos posted to social media in early April to coincide with the NCAA March Madness tournament.

Rich tweeted: ‘What beer should my bar [Redneck Riviera] in Nashville replace #BudLight with?’

Tritt went further still and announced he would be ‘deleting all Anheuser-Busch products from my tour hospitality rider. I know many other artists who are doing the same.’

Kid Rock posted a video on Twitter showing him shooting several cases of Bud Light.

‘Grandpa’s feeling a little frisky today,’ the 52-year-old singer captioned the post. ‘Let me say something to all of you and be as clear and concise as possible. F*** Bud Light. And f*** Anheuser-Busch. Have a terrific day.’

Two Anheuser-Busch InBev executives who supervised Bud Light’s marketing collaboration with transgender TikTok star Dylan Mulvaney have been put on leave, the company told the Wall Street Journal on Sunday.

Alissa Heinerscheid, vice president of marketing for Bud Light, and her boss, Daniel Blake, Budweiser’s group vice president for marketing, faced death threats earlier this month after sending the social media influencer commemorative Bud Light cans with her image to promote a sweepstakes contest for the company.

In one bizarre posting to TikTok, Dylan explains how she had been carrying around a selection of feminine hygiene products despite not having a period 

Now both executives have taken leaves of absence, the company said in an email to the Journal.

‘Given the circumstances, Alissa has decided to take a leave of absence which we support,’ an Anheuser-Busch spokesperson said in the email. ‘Daniel has also decided to take a leave of absence.’