On Monday, de Jager, who goes by NikkieTutorials, revealed in a YouTube video that she is transgender, and that she had been blackmailed into sharing her personal story.
Following the YouTuber’s admission, Blandino’s sister, who goes by the name Dani California on Instagram, changed her Instagram bio to read: “Transgender huh? That’s not the only thing she’s been LYING about.”
The bio, which was later removed but captured in screenshots, prompted hundreds of people to criticise both Blandino’s sister and the Too Faced brand.
“I will never EVER support Too Faced,” one person wrote on Twitter, while another said: “Never supported Too Faced. But this goes way too f***ing far. Boycott Too Faced.”
I will never EVER support too faced. pic.twitter.com/lN0sM6wItx— literallylewis2.0 - ig 🌈 (@dropdeadlewis)January 14, 2020
Following the backlash, the brand released a statement from Blandino, in which he apologised for his sister’s actions and announced she was no longer an employee of Too Faced.
A message from Our Founder Jerrod Blandino pic.twitter.com/OdnCT67INK— Too Faced Cosmetics (@TooFaced)January 14, 2020
The statement reads: “I would like to make sure it is understood that although I love my sister very much, the things she says or does have absolutely nothing to do with me and do not in any way reflect me, my opinions, thoughts, or feelings nor speak for me or Too Faced in any way shape or form.
“I have always stood for love, equality and kindness in my life and everything I do. I am sorry for the hurt she has caused.
“Let it be known that I am truly shocked and disgusted to my core at her recent actions. I do not tolerate this behaviour and she is no longer an employee of Too Faced.”
Blandino concluded the statement expressing his support for de Jager, adding: “I am sending all my love to her.”
According to screenshots, Blandino’s sister later updated her bio to read: "Let’s be clear, I love trans people and dislike anyone who lies to hurt others! Period!” before making her Instagram account private. The Independent has contacted Blandino's sister for comment.
She changed her bio at least five times since that screenshot was taken. This is what is written now or, at least, was written, five minutes ago. 🤦🏼♀️ Plus, I never supported Too Faced, because I never found something to deserve my money. 🤷🏼♀️ pic.twitter.com/jWHxpaM1DX— ℕ𝕚𝕔𝕠𝕝𝕖𝕥𝕒 (@nicole_murdeala)January 14, 2020
Too Faced and de Jager previously worked together on a makeup collaboration in 2016, however, the beauty blogger recently revealed the brand changed the quality of their palette without informing her.
“I signed my contract with TF back then because I was naive and didn’t know better,” de Jager tweeted in October 2019. “At the end of the day, I signed it , it’s my own fault - but what I’ll never forgive is that ‘allegedly’ they changed the palette’s quality behind my back.
“1,000s of negative reviews and I was clueless."
I signed my contract with TF back then because I was naive & didn’t know better. at the end of the day, I signed it, it’s my own fault— but what I’ll never forgive is that “allegedly” they changed the palette’s quality behind my back. 1000’s of negative reviews & I was clueless— NikkieTutorials (@NikkieTutorials)October 6, 2019
The Independent has contacted Too Faced for comment.