Benefit cosmetics is known for its perky, retro-inspired makeup and uplifting taglines.
But the UK sector of the brand is currently under fire for some body-shaming tweets, reports Racked.
The tweets have since been deleted, but several Twitter users captured screenshots of the brand’s missteps.
Now Benefit UK is apologizing for the tweets.
In relation to our previous tweets on movie titles we apologise for any offence caused; we’re truly sorry.
— Benefit Cosmetics UK (@BenefitUK) July 6, 2015
But the company’s followers still seem to be upset by the original tweets.
One follower suggested a #boycottbenefit hashtag.
The company has traditionally appeared to be in support of women of all shapes and sizes. The company’s credo is “laughter is the best cosmetic,” and the brand is currently promoting a fund called the “Bold is Beautiful Project,” which donates money to charities designated to empower women for every dollar spent on eyebrow waxes.
The company has also recently collaborated with plus-size model Tess Holliday.
In 2011, co-founder Jane Ford told Huffington Post, “Our goal is to give our customers quality products that deliver results and make you smile.” In the same interview, her sister and co-founder, Jean Ford, said, “At Benefit we don’t hate. We only spread the love.”
We reached out to Benefit for comment and will update when we hear back.
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