The world’s largest cosmetics company Maybelline has come under fire for using men—some sporting full beards—to advertise their new product lines.

In two promotional videos uploaded to the brand’s Instagram page, makeup artist Ryan Vita, a “Maybelline Partner,” promoted a new lipstick.

Last week, a different post featured makeup artist Zak Taylor to advertise a recently introduced summer product.

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The move immediately sparked an avalanche of comments from social media users who slammed the brand for using men.

Who is Ryan Vita?

Ryan Vita is a digital creator known for sharing nail design and makeup tutorials on their @ryanvita TikTok account. They also post comedy and trends. Their videos have helped them earn 1.2 million fans on TikTok.

They began using TikTok in September of 2020.

Their @ryanvitabeauty Instagram account features photos of their different makeup looks and product reviews.

Vita can be seen applying a bright pink lipstick to himself as part of an Amazon Prime Day advert.

The company captioned their post by tagging Vita, who has 49,000 followers on his Instagram page, and used the hashtag #maybellinepartner.

The video was shared by Paul Golding, the British political head of the far-right fascist political group Britain First, who claimed Maybelline had “learned nothing from the Bud Light or Target’s experience.”

However, not everyone found the advert problematic.

This latest backlash against Maybelline comes after the company was threatened with a public boycott after they sponsored transgender influencer Dylan Mulvaney.

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Mulvaney appeared in a video that Maybelline posted to their TikTok page in April without any makeup on before she “gets glammed up” with eyeshadow, lipstick, and other goods.

The video was published as Mulvaney neared her 100th day of coming out as a trans woman in public.

Mulvaney had earlier teamed up with Bud Light in April, and the brand received criticism for the ploy which infuriated conservatives.