A newly ‘woke’ cosmetics company is taking major heat on social media for featuring a bearded male who is wearing hot pink lip cream.

In a Sunday post across its social media accounts, NYX Professional Makeup was blasted for the posted ad featuring a make-up artist going by the name ‘itsmechrxs’ to promote the company’s Smooth Whip lip cream.

 

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A post shared by NYX Professional Makeup (@nyxcosmetics)

One Instagram user responded: “Idk who needs to hear this but these companies don’t actually care if you guy their product. So boycotting is fine, I wouldn’t spend my money here either but at the end of the day it’s about the propaganda, they don’t care if you don’t like it. It’s about distorting reality, that’s why they’re all doing it at exactly the same time and every big corporation is in lock step.”

Several comments were positive, but many were not with many users blasting the company for an anti-woman ad.

“Stop erasing woman,” one person blasted. “Apparently you don’t need us as your customer base any longer. I’ll leave [your] product like you left me Tired of being marginalized!!!!!!”

“Not attractive at all,” another person wrote. “Doesn’t make me want to run out and buy your products EVER.”

Another said, “… DOESNT matter what year it is dude. Men are men and women are women stop trying to erase us.”

“You need to wake up. Stand up for your right as a woman,” one person shared. “This is another example of men wanting to still be in control.”

NYX Cosmetics used a bearded man to advertise their lipstick and women are pissed.

Get woke, go broke. pic.twitter.com/IUIyGzRWvq

— Sara Gonzales (@SaraGonzalesTX) January 30, 2023

“Won’t be buying this brand again,” another said, while one user noted, “I’m so turned off by these ads with men wearing lipstick.”

“Not good for your company using a man what are you thinking boycotting,” another person wrote. Another explained, “men should not wear makeup. This is gross.”

Yet another user had a suggestion for the company rather than just making a critical comment that the company likely did not consider.

“I’m not so much disgusted but confused, why just put a picture with a man wearing lipstick and not a woman too?” the follower wrote. “How does this ad make me want to buy [your] product when I can’t relate to it … I get makeup is for everyone so why not?”