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Makeup brand Maybelline has decided to identify as the next company to face a backlash, following a disastrous advertisement featuring another prominent trans influencer. Ryan Vita, who is bald with a beard and mustache, was featured in the Amazon Prime Day Instagram ad applying way too much of whatever lipstick they wanted to hawk for cheap. Vita was prominently labeled as a ‘Maybelline Partner,’ in case you mistook him for one of the unofficial bearded she/he/theys plastering themselves in Maybelline brand lip gloss (and yes, those are she/he/they’s pronouns). In the wake of the catastrophic Bud Light/Dylan Mulvaney campaign this would be bad enough, but this is hot on the heels of the deeply unpopular Maybelline/Dylan Mulvaney partnership from last month. Judging by the comments, many women (as in, real ones) have had enough. Or, as one Twitter user put it, ‘nothing inspires me to buy makeup more than seeing it smudged on the face of a bearded man.’
