Dylan Mulvaney’s Urban Decay Stint: Sales Boon or Beauty Blunder?

Social media sensation Dylan Mulvaney, best known for hosting the controversial TikTok series “Days of Girlhood,” has struck again by teaming up with makeup brand Urban Decay. Mulvaney, who faced backlash for a previous partnership that reportedly hurt Bud Light sales, is now using their 10.3 million TikTok followers to push more products.

In a recent post, Mulvaney gushed about Urban Decay’s products, claiming that the brand took their look to the next level and kept them smiling with their All-Nighter Setting Spray. The makeup company eagerly reposted the endorsement on their Facebook page, hoping to capitalizing off of Mulvaney’s large social media presence.

Notably, Mulvaney’s collaboration with Bud Light’s parent company, Anheuser-Busch, cost the company a staggering $395 million in U.S. sales. The continued decline in Bud Light sales has caused concern for the company, with volumes down 30% year over year. Despite these consequences, Mulvaney’s influence continues to attract partnerships, with brands like Aritzia, CeraVe, and KIND Snacks all seeking to tap into their fan base.

While Mulvaney’s Urban Decay partnership received praise from adoring fans, not everyone was impressed. Some commentators criticized Mulvaney for playing dress-up and having “more makeup than a kabuki actor,” while others called for an apology to women. Nevertheless, Mulvaney remains undeterred, sharing news of a changed gender marker and photo on their passport, highlighting the ongoing personal journey.

As Mulvaney continues to leverage their platform to promote various products, their growing influence prompts both praise and criticism from supporters and detractors alike. And with a significant following, Mulvaney’s impact on consumer behavior is not to be underestimated.

Written by Staff Reports

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