Sephora announced on Thursday afternoon that it has ended its partnership with Lori Loughlin’s YouTube star daughter Olivia Jade following a bitter backlash on social media in the days after her parents were charged in the college bribery scandal.
19-year-old Olivia, who is widely known as a social media and YouTube star with millions of followers, has worked with Sephora for some time now, and last year even released her own palette as part of a collaboration with its in-house label Sephora Collection.
But the popular beauty retailer has now terminated its partnership with the teen, after it was revealed on Tuesday that her Lori, 54, and her husband Mossimo Giannulli, 55, had been charged by the FBI for allegedly paying $500,000 in bribes to get her and her little sister into college.
Outrage: Sephora has ended its partnership with Lori Louglin’s YouTuber daughter Olivia Jade, ‘effective immediately’, in the wake of her parents’ involvement in the college bribery scandal
High earner: The 19-year-old, who has nearly two million YouTube subscribers, has worked with Sephora for quite some time and last year she created a palette for the store (pictured)
Under fire: After her parents were charged by the FBI, customers began demanding that Sephora stop paying for sponsored posts from Olivia and pull the collaboration from stores
‘After careful review of recent developments, we have made the decision to end the Sephora Collection partnership with Olivia Jade, effective immediately,’ the brand told DailyMail.com in a statement.
The decision comes after the store faced bitter criticism online over the collaboration from customers who threatened to boycott Sephora stores if it did not cut ties with Olivia and remove all collaborative product from its shelves.
Sephora has not yet confirmed whether it is continuing to sell the Olivia Jade x Sephora Collection Bronze & Illuminate Palette in stores, however as of Thursday lunchtime it had been pulled from the company’s website.
Australian fashion retailer Princess Polly, which has worked with Olivia Jade on a number of occasions in the past, also removed her dedicated page from its website on Thursday, however the brand has not yet announced whether it has ended its partnership with the YouTuber altogether.
Influencers like Olivia can make a lot of money from teaming up with brands to shill their products on Instagram and YouTube.
Although it is not known exactly how much the teenager earns for her sponsored posts, social media-focused site InfluencerMarketingHub.com estimates that Olivia Jade has the potential to earn around $4,000 every time she shares a paid-for image on her account.
As well as Sephora, Olivia, who has 1.3 million Instagram followers and 1.9 million subscribers on YouTube, has had paid partnerships with Marc Jacobs Beauty, TRESemmé, Calvin Klein, Lulus, Amazon, SmileDirectClub, and WindsorStore.com, among others.
Cash money: Olivia is thought to have made a lot of money from sponsored Sephora posts like this one, and she has also attended a number of events with the brand
Promos: Brands can pay influencers like Olivia up to thousands of dollars per Instagram post to promote their products
Spreading the love around: Olivia has also done sponsored posts for other brands like TRESemmé, Calvin Klein, Lulus, Amazon, SmileDirectClub, and WindsorStore.com
Raking it in: Olivia is pictured in yet another sponsored Sephora post
It seems that the partnership had been a profitable one for both parties, with Olivia happily plugging the palette on her Instagram and YouTube — at least up until this week, when Olivia’s parents were charged for allegedly paying $500,000 in bribes to a USC employee.
The payment was made so that both Olivia and her older sister Isabella would be designated as crew team recruits, snagging them admission — even though neither does crew.
And not long after the news was revealed, outraged customers quickly began calling for Sephora to stop paying for sponsored posts from Olivia and pull all products from their collaboration from stores.
‘I want @Sephora to pull all products related to Olivia Jade and shutdown all business and products related to it @FBI @FBILosAngeles @FBIBoston because it’s all tied to felony corruption and fraud from Lori Loughlin and her husband Mossimo Giannulli,’ wrote one.
‘@Sephora cancel any contract you had with Olivia Jade,’ tweeted another.
‘@Sephora drop your partnership with Olivia jade. Why would u want an “influencer” who took the rightful place of a deserving academic student #wrong I and many others won’t be buying from Sephora if you continue to support her!’ tweeted a third.
And a fourth: ‘@Sephora do the right thing & drop Olivia Jade’s collection from your stores.’
Some have also begun to leave negative reviews on the product page for Olivia’s palette.
Not looking good: Customers quickly began demanding that Sephora cut ties with the influencer and YouTuber in the wake of the scandal
‘I love to use this product on days when I want to use my privilege to suppress and steal from more deserving individuals. Totally sweat proof, lasts all through my crew practice that I don’t actually attend,’ snarked one.
‘I was a long time Sephora customer and will never buy anything from them again if they endorse this terrible unethical selfish lying brand,’ wrote another.
Speaking to The Hollywood Reporter, one expert indicated that he doesn’t think things will go well for Olivia’s sponsorship deals going forward.
‘The important thing to understand about the celebrity/influencer sponsorship space is that brands are very risk-averse,’ said Eric Dahan, CEO of Open Influence, a data-driven influencer marketing company.
‘Brands spend millions of dollars building up and defending their brand name, and understand that the wrong sponsorship can undo all of their hard work. Typically, having a criminal record or any negative press makes an influencer radioactive in the eyes of an advertiser.’
Olivia has also been attacked by people on her own Instagram page since the news broke — with the negative comments growing so bad that she has deleted them and disable comments on her page.
Critics have called her privileged and questioned Olivia’s commitment to her education, pointing to a video last year in which she said she didn’t ‘really care about school’ but wanted to experience ‘game days and partying’.
‘I don’t know how much of school I’m gonna attend,’ she said in a YouTube video.
Will it end? Olivia has built quite a career for herself on social media
Success? It’s unclear how well her palette was selling before controversy broke out however the social media star was more than happy to plug it on YouTube and Instagram
One star: People also called out Sephora in the reviews section of the palette – which has now been removed from the store’s website
‘But I’m gonna go in and talk to my deans and everyone, and hope that I can try and balance it all. But I do want the experience of like game days, partying… I don’t really care about school, as you guys all know.’
She was forced to apologize several days later after her viewers slammed her for being ‘ignorant’ and ‘spoiled,’ but now the backlash has begun once again.
It’s not the only time she made it clear she wasn’t a big fan of school, either. In a tweet just last month, Olivia noted that she much preferred filming YouTube videos than school.
‘YouTube will always be my #1 passion. I promise I’d way rather be filming 24/7 than sitting in 6 hours of classes straight but an education is also super important to me so thank u for ur patience and letting me figure out time management.’
And in a podcast interview on The Zach Sang Show, she said: ‘Mostly my parents really wanted me to go because both of them didn’t go to college. … I’m so happy they made me go — that sounds so terrible. They didn’t make me. My sister goes to the same school, and we’re pretty much inseparable.’
She then called her parents ‘hypocrites,’ saying her dad ‘like, built his whole entire brand and he wasn’t actually, like — I don’t know if I’m supposed to say this — ever enrolled in college.
‘But he, like, faked his way through it and then he started his whole business with tuition money that his parents thought was going to college.’
Olivia’s parents were two of the 50 parents and coaches charged on Tuesday in a plot to get their children into schools including Georgetown, Stanford, UCLA, University of San Diego, USC, University of Texas, Wake Forest, and Yale.
Calling out: Olivia’s Instagram has also been flooded with negative comments
Under fire: Loughlin and her husband are accused of paying $500,000 to get their daughters Olivia (left) and Isabella (right) into USC
Education: Olivia started attending classes at at the University of Southern California last year. They are pictured following her high school graduation
The scheme involved parents paying bribes of up to $6 million to get their children into these elite schools.
In many instances, authorities said the children were unaware that their parents had paid these bribes.
Oscar nominee Felicity Huffman was also charged as part of the scheme.
Most of those charged either paid to get their children higher SAT scores or faked an athletic resume that, with the participation of a bribed college coach, helped the children get accepted to a college as a team’s recruit.
In the indictment, prosecutors claim Loughlin and her husband ‘agreed to pay bribes totaling $500,000 in exchange for having their two daughters designated as recruits to the USC crew team — despite the fact that they did not participate in crew — thereby facilitating their admission to USC.
Federal prosecutors in Boston charged William ‘Rick’ Singer, 58, with running the racketeering scheme through his Edge College & Career Network. His network served a roster of clients including actresses and chief executives.
Prosecutors said Singer’s operation arranged for fake testers to take college admissions exams in place of his clients’ children, and also bribed coaches to give admissions slots meant to be reserved for recruited athletes even if the applicants had no athletic ability.
Some 33 parents were charged, as well as 13 coaches and associates of Singer’s business.