Braun is rubbing conservatives the wrong way after eagle-eyed observers spotted a transgender male model with double mastectomy scars shaving on the razor company's website.
Conservative commentators roasted the Procter & Gamble brand on social media this week, with some users calling for consumers to give it the "Bud Light treatment," referring to the boycott that devastated the beer brand over its partnership with trans influencer Dylan Mulvaney.
Recently discovered among promotional images on Braun's website, the photo shows what initially appears to be a male model shaving, but is revealed to be a biological woman who had a double mastectomy upon closer inspection.
In the photo, there were double mastectomy scars on the model's breasts as the Braun Series X Hybrid Trimmer is used to shave facial hair.
A spokesperson for Procter & Gamble told Fox News that real Braun consumers are represented by the image.
"This is one of hundreds of images on our site showing people using our products — all of which are reflective of the consumers we serve," the spokesperson said.
Critics condemned Braun over the photo on the social media platform X, formerly known as Twitter.
Conservative commentator Ian Miles Cheong said that "Braun has gone the way of Gillette and Bud Light," referencing two companies that recently included trans people in their marketing and suffered tremendous backlash as a result.
Canadian psychologist and author Dr. Jordan Peterson echoed Cheong, writing, "@Braun Is looking hard for its @Budweiser moment."
"Hey! Do you woke scumrats at @Braun Think this evil butchery Is some kind of fashion statement?" Peterson asked in another post. "This is Mengele level brutality and you think that it's moral To capitalize on it."
In a recent statement to U.K. outlet The Telegraph, Sex Matters Executive Director Maya Forstater panned Braun for the image.
"Braun executives must have been living under a rock if they think that this campaign represents inclusivity,'" Forstater said. "The reality is that Braun has now written itself into history as promoting social contagion and what will become one of the most notorious medical scandals."
Chay Brown, the operations director at pro-trans organization TransActual, told PinkNews he can't understand why anyone would be offended by the promotional image.
"It's a man advertising a shaving product, shirtless men doing this are nothing new," he said. "We applaud Braun for their inclusive casting. By [featuring] a trans man in their advertising, they're reflecting the fact that some trans men and non-binary people (and trans women) use their products."
It's important for companies like Braun to "reflect their whole customer base" because "that's part of building an inclusive society," he added.
Nicole Weatherholtz ✉
Nicole Weatherholtz, a Newsmax general assignment reporter covers news, politics, and culture. She is a National Newspaper Association award-winning journalist.
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