Ulta Ad Celebrates Girlhood With Two People ‘Assigned Male At Birth’

They call it AMAB and AFAB now, y’all, in case you hadn’t heard. Those acronyms stand for Assigned Male At Birth and Assigned Female At Birth, because it’s basically almost against the law at this point to say horrific things like “biological male” and “biological female” anymore.

It’s all nonsense, but this is where we are.

Ulta, which is a company that competes directly with Sephora, has gone full woke. They recently launched a promotion called The Beauty Of, and in their infinite wisdom decided to celebrate womanhood and girlhood with the help of these two people:

This is nothing more than womanface, y’all. It’s just pure misogynistic, reduction-of-women BS. Dylan can’t be a mom, and anyone with a basic understanding of human biology knows this. How much longer we’ll be able to say that without being thrown in jail? Who knows. But for now, let’s be clear – Dylan can’t be a mom. Dylan can be a parent via surrogacy or adoption, and Dylan can be a father by impregnating an Actual Woman, but Dylan can never be a mom. Period. The end. Full stop.

There was tons of backlash over the weekend – lots of folks calling for Ulta boycotts, and vowing to never shop at Ulta again. Ulta responded:

It’s interesting that they’re calling for open dialogue, when they actually blocked several people who disagreed with this campaign, and turned off comments for a while as well. They don’t care about dialogue being “one important way to move beauty forward” – they care about dialogue going only one way. If you look at their original tweet featuring those two dudes, you’ll notice a little button off to the corner – see it?

that button – when clicked – shows all the replies to this post that Ulta HID. And there are a LOT of them. They were ratioed HARD.

The lunatics claiming that the outrage about this campaign is transphobic are ridiculous. It isn’t transphobic to want women not to be appropriated. You would think that people who worry about the patriarchy would be sick and tired of men being featured as key note speakers at women’s summits, and being chosen as Woman of the Year, and being the face of Ulta cosmetics. Enough is enough already.