It's either always one of the two: Jeffree Star and another makeup guru feuding, or a makeup brand doing something highly insensitive.
This time, it's the latter.
Co-founder and Chief Creative Officer of Too Faced cosmetics Jarred Blandino has faced a lot of backlash, after his birthday cake was posted on Instagram stories.
Instagram page @esteelaundry posted a photo of the cake, which reads in red icing: "Rich Lives Matter".
"Does #JerrodBlandino, co-founder and Chief Creative Officer of #TooFacedCosmetics, seriously think it's OK to post a picture of a birthday cake titled 'Rich Lives Matter' and mock the #BlackLivesMatter movement in an insensitive, tone-deaf manner?
"We don't think so. The Black Lives Matter movement focuses heavily on economic justice, and his socially-detached burgeois attitude is disgusting and highly upsetting. 😡
"#UglyInside #OwnYourUgly @BoycottTooFaced #EsteeLauderComapanies."
Jerrod and the brand quickly started copping MAJOR criticism online, forcing Jerrod to release an apology.
"I posted a pic of Jeremy and me at a surprise party a group of our friends had thrown for Jeremy's upcoming Birthday.
"There was a cake at the bottom of the photo that someone had brought to the party that has something insensitive & unacceptable written on it. I'm so sorry and I take complete responsibility for posting it.
"It's my responsibility to make sure everything I post reflects me, my life, my values and my heart. Jeremy and I have built our company and our lives on the premise of lifting everyone up, loving and supporting each other to live their best lives and meet their greatest potentials.
"I'm grateful for this opportunity to highlight the importance of standing together as human beings, supporting, loving and defending each other's rights for equality, opportunity and justice in a world so in need of these basic and most important values."