Ulta Beauty Faces Backlash Over Partnership with Jonathan Van Ness: #BoycottUltaBeauty Trends Online

Ulta Beauty Faces Backlash Over Jonathan Van Ness Partnership: #BoycottUltaBeauty Trends Online

Last Updated: August 05, 2025, 11:25 IST

In a move that has ignited a firestorm on social media, Ulta Beauty, a leading name in cosmetics, is facing significant backlash after partnering with Jonathan Van Ness, the beloved star of Netflix’s “Queer Eye.” The collaboration, aimed at promoting Van Ness’s hair care line, has drawn ire from users who feel the brand is straying from its core customer base.

In a recent promotional video, Van Ness, who identifies with he/him, she/her, and they/them pronouns, enthusiastically showcases his hair care products now available at Ulta. The video features Van Ness entering an Ulta store, where he greets employees who appear less than thrilled. The moment culminates in a dramatic reveal of his products, eliciting a loud scream of excitement from Van Ness.

However, the reaction from the public has been anything but positive. Almost immediately after the video went viral, the hashtag #BoycottUltaBeauty began trending, with many users expressing their discontent over the partnership. Critics argue that Ulta, a brand traditionally associated with women’s beauty products, should have chosen a spokesperson who better represents their primary clientele.

One user voiced their frustration, stating, “This is Ulta. The huge beauty chain that women all across America shop at monthly. Is this what you want your wife, girlfriend, or daughter to look like or aspire to? Are they promoting beards in women? Just boycott Ulta.” Another chimed in, “Seriously, ladies, we are being marketed to – by a beauty company – by way of male fetish autogynephilia. This is sick. Ulta does not know or respect women. Spend your hard-earned dollars somewhere else.”

The backlash has been swift and severe, with comments like “ULTA is about to be broke” and nostalgic sentiments for a time when women could shop at stores that catered specifically to them.

This controversy is not the first for Ulta Beauty. In 2022, the brand faced criticism for a podcast episode titled “The Beauty of… Girlhood,” featuring Dylan Mulvaney, which many viewers felt mocked the concept of girlhood. The backlash was so intense that the episode was eventually removed from YouTube.

As the debate continues, it remains to be seen how Ulta Beauty will respond to the growing calls for a boycott and whether this partnership will have lasting repercussions for the brand. For now, the conversation around beauty, representation, and consumer expectations is more alive than ever.