Growing Calls to Boycott Ulta Beauty Over Partnership with Jonathan Van Ness
The push to boycott Ulta Beauty, a major player in the cosmetics market, has intensified following their partnership with Jonathan Van Ness, known for his role as a “gender care” icon.
One user on X expressed frustration, saying, “Ulta is making the same mistakes as Budlight’s Dylan Mulvaney! We need to boycott Ulta!” This reaction comes in light of Ulta’s recent venture featuring Van Ness, a star from the Netflix series Queer Eye.
A video posted by a TikTok user quickly went viral, showcasing her reaction to the announcement of Van Ness’s JVN hair brand being available at Ulta. In her video aimed at her followers, she urged, “I want Ulta to thrive, but I think it’s important to be aware of what you’re buying.” She pointed out that the advertisements throughout the store are hard to miss and questioned how many women have been affected by such trends.
She also shared her disappointment, stating, “It’s quite sad and ironic—many large companies, not just Ulta, are touting a ‘feminist’ agenda, promoting that women can do anything, while perhaps forgetting the very women they claim to support.”
Responses on social media continued to roll in, with users adopting the hashtag “Boycott Ulta.” One person declared, “Time to Boycott Ulta,” while another remarked, “They really couldn’t read the room.” Another stated, “Stop supporting companies that exclude women!”
Continuing the trend, one user noted that Ulta had faced backlash three years before over similar issues, adding, “That’s when I decided to boycott, and I plan to keep it up.” Another user shared their thoughts, “My time with Ulta is done. I won’t spend another dime there.” Others echoed these sentiments. “I have informed Ulta through their website that this realistic woman will not be purchasing anything from their stores,” a user mentioned.
Furthermore, one user asserted, “I will never step into @ultabeauty again.” Another echoed that sentiment, saying, “I won’t buy from Ulta anymore.” A recurring theme in these comments reflects an overarching disappointment in the brand’s choices. Yet, it’s interesting—there are mixed feelings too. While some unequivocally swear off the brand, others seem to ponder it a bit more before jumping to conclusions.
Ulta recently released a video featuring Van Ness, who celebrated his non-binary identity while promoting his hair brand inside the beauty store. His appearance in a dress and high heels has certainly caught the attention of many.
