Two days after supermodel Emily Ratajkowski became the face of Kérastase, she stirred up controversy with what some are calling an insensitive message on her Instagram feed.
On Monday, Jan. 8, Ratajkowski shared a shot from her new campaign with the hair-care brand, captioned, “Hair is a fundamental part of beauty, femininity, and identity. So excited to announce that I am the new face of @kerastase_official!”
Her message whipped up a flurry of negative feedback.
“Hair is not a ‘fundamental’ part of beauty. There are people with cancer and other illnesses who are unfortunately undergoing treatment that causes them to lose their hair. Saying that hair is a ‘fundamental’ part of beauty is extremely shallow and it gives off the false idea that hair is a necessity,” commented one Instagrammer.
Ratajkowski quickly responded to the escalating criticism by updating her Instagram caption to something less politically incorrect.
“So excited to announce that I am the new face of @kerastase_official ! Welcome good hair days! Shot by @inezandvinoodh #Kerastase #KerastaseClub #sponsored,” wrote Ratajkowski.
Kérastase backed its bombshell with a post in kind–“‘Everyone is uniquely beautiful in their own way’—We share this vision with Emily Ratajkowski and we’re happy to welcome @emrata to our #Kerastase family. #KerastaseClub.”
Ratajkowski self-identifies on her vastly popular Instagram page–now boasting 16.3 million followers–as a model, actress, and activist.
She made headlines when she famously defended First Lady Melania Trump against disparaging remarks by a New York Times journalist.
Trump thanked Ratajkowski in a widely publicized tweet.
— Melania Trump (@FLOTUS) February 14, 2017
The journalist in question, Jacob Bernstein, later publicly apologized.
“This is a four part tweet. 1. I want to take ownership of a mistake I made. 2. Speaking at a party in what I thought was a personal conversation, I nevertheless made a stupid remark about the first lady. 3. My editors have made it clear my behavior was not in keeping with the standards of the Times, and I agree. 4. My mistake, referring to unfounded rumors, shouldn’t reflect on anyone else and I apologize profusely,” he wrote.
This is a four part tweet. 1. I want to take ownership of a mistake I made.
— Jacob Bernstein (@BernsteinJacob) February 14, 2017
Ratajkowski’s collaboration with Kérastase adds to the long list of brands she has worked with after getting catapulted to A-list celebrity and official influencer status.