Ulta Beauty has always been known for its inclusive marketing campaigns and mission statement, which promotes the idea that everyone is beautiful. 

After it posted a clip from the most recent episode of its podcast The Beauty Of on Twitter, featuring trans influencer Dylan Mulvaney and gender-fluid celebrity hairstylist David Lopez, the beauty brand and Mulvaney became victims of the dark (and transphobic) side of Twitter.

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People called for a boycott of the company because it served as a reminder that trans women are women.

Mulvaney discussed her ideas of girlhood in the video that was posted on the company’s account. This is something that Mulvaney frequently discusses on her social media channels despite being trolled for her TikTok “days of being a girl” content. She claimed to be aware of her capacity for love and the fact that it is also possible for her to be a performer. Plus, she is aware that she can have a family and expressed her wish to be a mother one day, which she totally can.  “And that’s why the narrative still has a long way to go,” she added.

Some Twitter users made derogatory remarks about the episode and Mulvaney, claiming that since she is “not a girl,” she is unable to represent or discuss girlhood. Others, however, called B.S. and praised the company and influencer for consistently standing up for everyone and giving everyone a voice.

The hashtag #BoycottUlta is currently popular because transphobes are outraged by this video, said business owner Nandini Jammi. Giving Ulta some love right now will assist their social media team in logging supportive comments and help them continue to make the case for openly embracing the trans community.

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Ulta released a statement in response to the unjustified criticism. They claimed that, in their view, everyone can be beautiful. And while they are conscious that some of the conversations they conduct will challenge viewpoints and ideas, they also think that having productive debates is a crucial step in advancing beauty. David and Dylan realize the complicated intersections of gender identity throughout the show. No matter how someone identifies, they should be respected.