Outrage After Major Cosmetics Retailer Promotes Trans Activist Discussing ‘Girlhood’

Ulta Beauty — the self-proclaimed largest cosmetics retailer in the U.S. — is facing major backlash after the company shared a YouTube video featuring two transgender activists that enraged female customers and sparked a boycott.

The cosmetics retailer, which has over 1,300 stores across all 50 states, has a YouTube account with 84,000 subscribers. The account features an online series entitled “The Beauty Of.”

The show’s first episode featured a Virgie Tovar, a ‘body positivity’ activist, author and “expert in weight-based discrimination” — advertising that Tovar “has taken her body back from a fatphobic society and is feeling the sun on her stomach once again.”

While the first episode did not cause too much controversy, the second episode did. It was hosted by so-called “gender-fluid Latinx” hairstylist David Lopez, who switches between using “he/him” pronouns and “they/them” pronouns based on which gender he ‘feels’ at the time. Lopez has claimed to be non-binary and gender-fluid for two years.

He was joined by transgender activist Dylan Mulvaney — a 25-year-old TikTok content creator who hosts a social media series called “Days of Girlhood” — to discuss “the good, the bad, and the silly moments that come with finding girlhood.”

Naturally, the fact that Ulta Beauty’s show featured two biological males discussing female life enraged many viewers.

Mulvaney — whose TikTok channel has more than 8.3 million followers and over 263 million likes — declared that he was a “girl” on March 12.

While making the announcement in a social media post, Mulvaney proceeded to mock negative female stereotypes such as crying throughout the day and purchasing unaffordable dresses. Later, after just 188 days of claiming to be a “girl,” Mulvaney was a featured speaker at Forbes Power Women’s Summit.

During their conversation on the show, Lopez and Mulvaney — both of whom are biological men — discuss girlhood, womanhood and motherhood.

Mulvaney begins the interview by calling people who are upset with his “girlhood” series transphobic.

“I get a lot of hate about calling myself a ‘girl’ and not a ‘woman.’ And because you know that term, they think I’m infantilizing myself or that you know, once you turn 18 you’re no longer a girl,” Mulvaney said. “So I think some of that’s rooted in transphobia.”

“I think in womanhood, I get shamed a lot for liking pink and liking glitter, and I’m like, ‘Why does that bother you so much?’ They think I’m lowering their standard of being a woman,” he added, according to reporting from Reduxx – a feminist and pro-woman news website.

Lopez responded: “Misogyny. Patriarchy.”

Ulta Beauty shared a 15-second clip of the interview to Twitter.

In the clip, Mulvaney declared: “I know I can find love, I know I can still be a performer, I know I can have a family. I want to be a mom one day — and I absolutely can!”

“And that’s why the narrative still has a long way to go because when I was grieving boy Dylan, I didn’t know those things were accessible to me,” Mulvaney added.

Critics immediately took to Twitter to express their outrage over the video, causing Ulta Beauty to hide hundreds of replies before shutting down the conversation entirely by disabling comments.

Author and journalist Mandy Stadtmiller captured all of the hidden replies in a video, writing: “This is a short film I just made called, ‘@ultabeauty’s Hidden Replies Tell Women Exactly What They Think of Them.’ I do hope you enjoy it and spread the word!”

“The fact that an adult male is obsessed with girlhood (not even womanhood, but GIRLHOOD) is just straight-up creepy. Whatever happened to shutting up and selling makeup @ultabeauty?” asked YouTube podcast host Lauren Chen.

“Two men discussing womanhood and motherhood. It’s just insulting at this point,” wrote Fox News contributor Jayme Chandler Franklin.

“Two men sitting around talking about ‘girlhood’ is peak erasure of women. Way to insult your entire customer base, @ultabeauty,” said podcast host Brittany Hughes.

“’Girlhood’ isn’t something you can buy from Ulta,” replied Christina Pushaw, rapid response director for the campaign of Florida Gov. Ron DeSantis (R).

“First, beauty brands replaced women with male models in ads. Aside from the hideousness, men have different skin than women so seeing a man in makeup doesn’t sell products. Now, Ulta-sponsored men in makeup talking about how they can be mothers. It’s all F U to women,” responded defense attorney Marina Medvin.

Ulta Beauty responded to some of the outrage on Twitter, writing: “We want our channel to be welcoming to people from all walks of life — even people you may not agree with.”