Beauty box company Ipsy has come under fire after releasing a Pride video featuring a transmisogynistic message.

What happened?

The since-deleted video featured a woman named Cassandra talking about her experience as a lesbian. She says, ‘I’m attracted to women and there’s definitely a spectrum between trans women, between authentic cis-gendered women, and everything in between.’

After outcry from members of the LGBTI community, Ipsy removed the video and issued an apology.

‘This weekend, we shared a video with the hopes of kicking off Pride month through heartfelt stories told by inspiring LGBTQ+ creators,’ their apology on Facebook reads.

‘Unfortunately, we missed the mark in a very big way. Our sincere apologies to anyone that we hurt with the thoughtless comments included in the video that seemed to imply that trans women were not authentic women. It was a big mistake and oversight to have included that line in what was meant to be a celebration of inclusivity. We realize we really messed up and that we still have a lot to learn.’

‘We never intended to make anyone in our community feel anything less than the powerful, beautiful, inspiring people you are. You have our word that we will work to ensure we’re fully educated on how to be more inclusive, empowering, and a champion for unique beauty.’

‘And to those of you who spoke up, we thank you, from the bottom of our hearts, for helping us realize that we need to be more thoughtful. We’re sorry and will do better. We’re looking at ways we can reduce the damage caused by the post and aftermath, and will make an announcement on this in the next 2 days.’

Reactions

Many LGBTI people and allies, including trans filmmaker AJ Mattioli, suggested Ipsy donate to a charity focused on helping trans women.

‘[The video] is just par for the course for companies that capitalize on cisnormative beauty standards,’ Christyn, a trans women, tells GSN.

‘To differentiate between a trans woman and a cis woman in such a way is honestly vile and transphobic. How grotesquely invalidating,’ Blythe McClellan, an Ipsy subscriber of two years, tells GSN.

‘Their apology was weak, does not specifically address what they did, does not attempt to make amends.’

‘I won’t bother to resubscribe. This is not such an amazing bag that I’m real pressed about not getting it.’

Some people, including YouTube personality Kat Blaque, took to Twitter to express their disappointment in the video.

First of all, I want to say that @ipsy had every ability to edit out that line, but they not only kept it in, but they decided to put it at the forefront of the video. I’m going to say that that’s pretty clear evidence that this company doesn’t truly care for the LGBT community — (@kat_blaque) June 3, 2018

is much like every other company that, around June, decides to put rainbow flags on things to sell products. TBH, I was super close to just getting a subscription. — (@kat_blaque) June 3, 2018

And yes, I’m positive that @ipsy has plenty of LGBT staffers that love working there and think the company is great.But it was a DECISION to put that in the video and I think you’d be foolish to take any apology at face value. They made a clear communication- trans women are fake — (@kat_blaque) June 3, 2018

Hey @ipsy! Your VERY FIRST SPEAKER in your “diverse and inclusive” pride video speaks about “authentic cis women.” This language is hateful and dehumanizing. TRANS WOMEN ARE WOMEN. And my subscription to you is now cancelled. ✌ — liz ~the perseverer~ (@ldotfern) June 2, 2018

So @Ipsy @ipsycare posted a transmisogynistic video for pride month referring to trans women and “authentic cisgendered women” and now they are deleting fb comments from trans folk calling them out on it. An even worse look than your beige as fuck makeup, Ipsy. — Ijeoma Oluo (@IjeomaOluo) June 2, 2018

When brands try to profit off of #Pride and they actually care so little that they wind up calling trans women “inauthentic” in the first 5 seconds of their celebratory video. Surprise, @ipsy is as garbage as their subscription box. — irate bisexual (@michemakeswords) June 2, 2018

Anything else?

This controversy comes just a couple weeks after beauty giant Sephora announced it will host free makeup classes for transgender people.