Updated 25th February, 2020.
Since the publishing of this story, SUVA Beauty has publicly addressed the issue. See their statement below, as well as an Instagram Live available to watch @suvabeauty, in which the issue was acknowledged and addressed in an effort to be honest and transparent with their audience.
“Regarding the post from 2017, we immediately issued a public apology on Instagram which we still stand by. We had an open conversation with our audience so that all voices could be heard. Our team is a diverse group of people with a thorough understanding of respect for all cultures and ethnicities. Unfortunately, logs of the incident ring louder than our apology. We hope you can understand our perspective and continue on the journey with us.”
NB: Centennial Beauty has been made aware that SUVA and it’s founder have been receiving threats and harassment as a result of these tweets resurfacing, we would like to make it clear that we do not condone bullying or harassment of any kind.
Another day, another beauty brand being cancelled.
SUVA Beauty is the latest brand to be held accountable for derogatory comments they allegedly made on social media.
Founded in 2015, SUVA Beauty has grown a massive following over the last year thanks to their hero product, Hydra Liner— a pot eyeliner activated by water that comes in various shades of neon. This cake liner has become the go-to for viral MUAs when creating colourful, Euphoria-esque makeup looks on social media and has thus helped catapult the brand to cult-status.
Now, it seems the beauty community might need to find a new fave neon liner brand after one Twitter user found anti-Native American comments apparently written by the brand’s official Instagram in 2017.
“Need a dupe for the SUVA liners bc of their anti-Indigenous antics,” @bexdoesthings wrote. “But screaming bc they’re all everyone uses now.”
She followed the tweet with screenshots from SUVA’s Instagram comment section where the indie brand can be seen asking their followers which one of their shimmer eyeshadows is their “spirit animal.”
When consumers replied, explaining that using the term “spirit animal” is a form of cultural appropriation, it appears SUVA didn’t back down, and in fact, mocked their customers who took offense.
“Literally none of them because a spirit animal is something sacred not a fuckin eyeshadow. Come on SUVA, do better,” wrote user @pinkandinked. SUVA reportedly responded by belittling her concern, saying maybe they should have used the term “animal spirituel.”
Another consumer commented saying she didn’t identify with any of them because she is not Native American, to which SUVA appears to have replied saying they “agree” that Indigenous people would prefer their Hydra Liner over their shadows.
Unfortunately, the derogatory comments allegedly continued even when those of Native American heritage got involved in the conversation. “As a Native woman this is very upsetting. Eyeshadow is not a spirit animal. Stop this,” said @sourcreamydream. SUVA seemed to dismiss her statement, writing “#suvaswatch for a good time.😎”
Supporters of SUVA are shocked and upset, particularly those with large followings who have been promoting the brand’s products to their audience.
One of their biggest supporters, Vanessa from the viral IG account @cutcreaser, tweeted an apology to her followers when she saw the screenshots, writing, “I’m so sorry for endorsing a certain brand for literally a majority of my posts on instagram, twitter and tiktok. I wasn’t aware of them being blatantly offensive towards Native American culture.”
She specified that she will not be tagging or promoting the brand on social media anymore and will instead tag brands who offer similar products.
For high-quality neon liners, check out Glam Vice, Fenty Beauty, and Lunarskies Cosmetics.