L'Oreal's decision to fire Munroe Bargdorf - the cosmetics company's first transgender model - just days after making her a brand ambassador has been criticised as an attempt to silence anti-racism activism.

The beauty giant dismissed Bargdorf after reports surfaced on Friday of a Facebook post in which she allegedly described "all white people" as racist, reports BBC Newsbeat.

According to The Daily Telegraph, the post, which has since been deleted, referred to the "entire existence [of white people] being drenched in racism", which is "inherited and... passed down through privilege".

L'Oreal's response was to fire Bargdorf, arguing that her comments were "at odds" with the brand's values, including its promotion of diversity:

L%u2019Or�al champions diversity. Comments by Munroe Bergdorf are at odds with our values and so we have decided to end our partnership with her. — L'Oréal Paris UK (@LOrealParisUK) September 1, 2017

The move has been met with incredulity online, where critics have defended Bargdorf's comments as an attempt to highlight systematic racism:

how can you claim to champion diversity and then fire her for speaking out against systemic racism?? — Hayley (@HixxiDustButt) September 1, 2017

Monroe's comments were uncomfortable, but not without truth. To deny her the right to express truth is at odds with your pro-diversity stand — Belinda McBride (@Belinda_McBride) September 2, 2017

Bargdorf, a Londoner with Jamaican heritage, has also denied making a "racist rant". The 29-year-old took to Facebook to explain that her previous comments were made in response to the killing of an anti-racist protester in Charlottesville.

She claimed they were aimed at "western society as a whole" - a "system rooted in white supremacy" which is "designed to benefit, prioritise and protect white people before anyone of any other race."

While her original remarks were labelled offensive by some commentators, including presenter Piers Morgan, increasing numbers are declaring their support for Bargdorf, including Radio 1 DJ and former L'Oreal ambassador, Clara Amfo:

The #IStandWithMunroe movement could lead to a consumer boycott of L'Oreal, says Marketing Week, as the sincerity of the brand's diversity message is called into question.

Writing in The Independent, student activist Otamere Guobadia said: "[L'Oreal] wanted Munroe's transness, her blackness, her womanhood and all of the glory and the capital gain of her 'diversity' with none of the corollary activism and resistance that comes with her identity."

