Dylan Mulvaney pitches hair product after Bud Light fiasco
Dylan Mulvaney, the transgender social media influencer whose marketing partnership with Bud Light tanked sales of the iconic beer brand, has resurfaced to pitch a hair product.
The 26-year-old, who transitioned from a male to a female, posted a video to her millions of social media followers encouraging them to use K18 hair oil “to treat frizz and flyaways.”
“God I wish there was something I could for all the frizz in my hair,” Mulvaney said in the 50-second clip, which was posted Tuesday to both her Instagram and TikTok accounts.
She is then told by a god-like voice to “try K18’s new molecular repair hair oil.”
In the clip, Mulvaney applied drops of the hair oil to her head.
She then nods approvingly as she is told that the product “improves shine” and “vibrancy.”
It is not clear how much K18 paid Mulvaney to promote the product, which is sold online and at retailers like Sephora.
The Post has sought comment from Mulvaney and K18.
The hair product, officially called K-18 Biomimetic Hairscience, was launched in 2020 by Britta Cox and Suveen Sahib.
It generated $75 million in sales in 2021 and was projected to top $100 million last year.
In the less than 24 hours since Mulvaney posted the video to Instagram, the clip has generated more than 70,000 likes.
Social media influencer Dylan Mulvaney is now pitching a new hair product. TikTok/Dylan Mulvaney
Mulvaney is pitching K18 hair oil on her social media accounts. TikTok/Dylan Mulvaney
It received another 33,000 likes on TikTok.
The lightning-rod influencer’s clip immediately drew backlash.
“Bye @K18Hair” tweeted one Twitter user.
“Boycott the s–t out of it,” another commented.
Most of the commenters on Instagram were supportive.
“Republicans finna have some frizzy ass hair,” one Instagram commenter wrote.
Another supporter wrote: “Can’t wait to watch conservatives shoot bottles of hair oil because he’s so bothered by a trans woman being more relevant than him!! You look great, queen!!”
But one critic responded that Mulvaney’s page was “literally encouraging groomers.”
Earlier this month, Mulvaney told a podcaster that she may not have accepted the paid sponsorship with Bud Light had she known that it would spark the reaction that it did.
The promotion has already sparked opposition online. Sephora/K18
Though she didn’t mention Bud Light by name, Mulvaney said she accepted numerous “opportunities” she was presented with this year since gaining social media fame.
“Now trying to be a little bit more diligent in what I’m accepting, because I’m kind of at the beginning, I took everything because I was in a scarcity mindset of like, ‘Oh my God, this might only last for so long,’” Mulvaney said.
Since Mulvaney’s promotion of Bud Light went viral, sales of the nation’s top-selling beer have plummeted by nearly 25%.
Mulvaney’s partnership with Bud Light sparked a backlash that led to depressed sales. Dylan Mulvaney/Instagram
Parent company Anheuser-Busch’s other brands have also seen a dropoff.
The brand is offering generous rebates for Memorial Day that in some cases amount to free beer.
Source: New York Post
