Women call to boycott Ulta Beauty after placing trans people above biological women

Beauty store chain Ulta Beauty welcomed biological man Dylan Mulvaney during its “The Joy Of Girlhood” segment last week.

Mulvaney sat down with David Lopez, who was also born male. The two biological men explained to the women what it really means to be a woman. Ulta did not include a single biological woman on set.


Mulvaney says they – Mulvaney identifies as “they/them” – plan to become a mother soon.

The episode promoted the idea that one can use Ulta’s products to become more of a woman – that “femininity” is something you can essentially buy at the market. Maybe the price of being a woman will be on sale soon?

Ulta expected social media users to applaud the segment for its inclusion and support of transgender people. On the contrary, users disapproved of the messaging. Highly sought approval and failure.

The women, in particular, pushed back on calling the segment insulting. The Daily Mail documented the women who felt the conversation normalized the idea that ‘femininity’ is just a costume.

Calls for a boycott of Ultra have been linked:

The supposedly inclusive wing of society has long vowed to fight for women. Yet he continually ignores women’s feelings by appropriating the female gender until a choice, which is reminiscent of a hairstyle.

For example, no one bothered to ask the female athletes what they thought of Lia Thomas, a biological male, competing with them in the pool. Or if they were comfortable with Thomas walking around naked with male genitalia in the women’s locker room.

Eventually, OutKick had to ask them. Shocker: women never wanted to compete and change clothes next to a biological man.

Shame. “Inclusion” is at stake.

Likewise, women are distraught that a leading beauty company is generalizing the idea that femininity is a game. Consumers have taken issue with Dylan calling female genitalia a “Barbie pouch.”

The Daily Mail report added that Ulta Beauty hides comments on its webpage from women who disapprove of the segment. Women’s voices don’t matter to Ulta.

Ulta emphasized that he defers to individuals who were born as males on the subject of “femininity.” Ulta diminished women by hosting a show about “being a girl” that excluded the opinions of biological daughters.

Ulta told women they weren’t unique and aligned better with what “progress” meant.

Washington Examiner reporter Kimberly Ross made this point amply on social media, saying:

“They are NOT women. They are men pretending to be women and trying to co-opt our experience. It’s not progress, it’s a slap in the face. It’s not the “girl”. It doesn’t make me laugh.”

Corporate brands have never cared much about women. Instead, companies sought out the marketing benefits that came with claiming to promote women’s empowerment. This is evident by how quickly brands like Ulta have reduced the prominence of women.

Ulta Beauty thought putting Mulvaney on a pedestal above biological women would be an advantageous marketing plan. This was not the case.

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