Naturium boycott explained: Why beauty creators are speaking out

Outrage over Naturium co-founder Susan Yara's Israel holiday has sparked boycott campaigns across TikTok and Instagram. [Getty]Pro-Palestine influencers are calling on consumers to boycott the popular US skincare and bodycare brand Naturium following controversy surrounding its founder, Susan Yara. Yara, who rose to prominence through her beauty YouTube channel Mixed Makeup before launching Naturium in 2019, has faced mounting criticism after social media users identified her as having holidayed in Tel Aviv during Israel's genocidal war on Gaza, which began in October 2023. The backlash has prompted online calls to boycott Naturium, recognised as one of the fastest-growing brands in the US, in line with the Boycott, Divestment and Sanctions (BDS) movement. Earlier this week, Yara shared a series of photographs on her official Instagram account, including images from a beach. Although she did not reveal her location, followers claimed that buildings visible in the background closely resembled the beachfront surrounding the Hilton Hotel in Tel Aviv. The post quickly attracted criticism, with many users condemning Yara for sharing images from Israel as it continues to attack and besiege Gaza despite a "ceasefire" and urging others to stop supporting her brand. "Can't wait until you're ready to care for human rights Susan! Unfollowing you and your YouTube channel, hope karma gets you," one user wrote. Another added: "Susan, choosing to vacation and pose happily on a beach in Israel—less than 40 miles from an ongoing genocide—is incredibly tone-deaf." “If you think this is acceptable, perhaps you should just stay there with your friends.” Across social media, pro-Palestine content creators and beauty influencers expressed disappointment over Yara's posts, with many urging consumers to switch to what they described as "BDS-safe" beauty products such as Abi Amé and Byoma. "I'm so sad about this, as I am a Naturium lover. I adore their products as they are cruelty free and I love how they make my skin feel," 28-year-old Nottingham-based Savannah Booth told The New Arab. "So yeah I'm disappointed for sure, as it means finding another brand." Booth said she regularly used Naturium's body washes and creams but no longer felt able to support the company. "I use their body wash and creams but the fact that she is doing this is so insensitive. I cannot support a brand whose founder is basically supporting the killing of women and children and supporting a mass genocide of an entire people." She added: "Why would [she] be flaunting being on a beach when just a few miles away children are starving to death and innocent people are dying?" Meanwhile, another long-time Naturium customer told The New Arab that brands and their founders should be held accountable for their public actions, particularly given the influence they wield over consumers. "I'm deeply upset by Susan Yara's Instagram post as a die-hard fan of her products. Now I'm pissed that I need to find a replacement for the life-changing glycolic acid body wash," Faith*, a mother of two, told The New Arab. Drawing on her experience working in the hair and beauty industry, Faith said the incident reflected a wider problem. "What she did isn't anything new. But that doesn't mean influencers and brands should be given a free pass in what they do because their actions have repercussions." She said the controversy had reinforced the importance of making ethical purchasing decisions while also expecting greater responsibility from brands and public figures. "We will never live in a fairer, more equal society if we think people's beliefs don't matter. I'm sorry but they do matter and people are foolish to think otherwise." The New Arab approached Naturium for comment but did not receive a response by the time of publication. Following the Hamas-led attack on Israel and the outbreak of the war in Gaza on 7 October 2023, Yara shared a statement on Instagram expressing her "sadness for people in both Israel and Palestine". She added that "the people that suffer the most in war are women and children." The BDS movement has previously called for boycotts of several major beauty companies over their alleged investments, business activities or operations linked to Israel. These include L'Oréal, Estée Lauder and Ahava, the latter of which has faced criticism over allegations that it operates a factory in an Israeli settlement in the occupied West Bank, which is considered illegal under international law.