Social networks users accused the brand of cynicism and called for a boycott after the face of the advertising campaign became a Russian woman.
Cosmetic brand Rhode, founded by Haley Bieber, ran out of a criticism wave after the presentation of a new advertising campaign with Russian model Anna Gorainava.
The 25-year-old model became the company’s face, which led to consumers, in particular Ukrainians. On social networks, users said Russian model payments did not directly support the Budget of the Russian Federation, funding the war against Ukraine.
In the comments under Rhode posts, users called the brand “Dead” and called for its boycott. The company has been accused of lacking in context and cynicism, as cooperation with the people of the country of aggressiveness is seen as unacceptable.
The Rhode was founded in 2022 and quickly gained popularity thanks to gloss-tinters and accessories for phones. In June 2025, the Elf Beauty Corporation bought the brand of $ 1 billion, but Haley Bieber remained a creative director.
Despite market success, the current campaign has created a serious reputation scandal around the Rhode. So far, the brand has not officially commented on the choice of the model.
Earlier it was reported that Adele had earned a scandal because of her outfit. He entered the stage in the substance from the Russian brand.
Haley and Justin Bieber celebrated her son’s first birthday
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Source: korrespondent
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