'%20x='0'%20y='0'%20height='100%25'%20width='100%25'%20%0A%20%20%20%20%20%20%20%20%20%20xlink%3Ahref='data:image/jpg;base64,/9j/2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj/2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj/wAARCAAHAAoDASIAAhEBAxEB/8QAFgABAQEAAAAAAAAAAAAAAAAAAAIF/8QAIhAAAAUEAgMBAAAAAAAAAAAAAQIDBBEABQYhEjETFCJh/8QAFQEBAQAAAAAAAAAAAAAAAAAAAgT/xAAYEQADAQEAAAAAAAAAAAAAAAAAAQIDEf/aAAwDAQACEQMRAD8AnILczfWZK5O2qQFMmoiCqm+CcDzGAAZiJjvX7WDbMbww1taG956vKRB8oNBKB9B9QKmp7ilKo147phiVOcpH/9k='%3E%3C/image%3E%3C/svg%3E)
MEFeater’s alleged Mielle Organics-partnered video recently sparked online backlash for the magazine.
According to its official website, MEFeater is an independent online magazine that offers content related to lifestyle, music, entertainment, and fashion. Gabrielle Amani, aka Gabrielle Williams, is the majority owner, CEO, and editor-in-chief of the magazine. Per Forbes, she co-founded MEFeater with her mother, Simone, in September 2012.
Amani is an alumnus of the New York City-based Fashion Institute of Technology. Besides her work with MEFeater, Gabrielle has a brief experience working with Merchants Hospitality Inc. as its Director Of Hospitality, per her LinkedIn. At the same time, she is also a Lead Marketer at MEF Agency, MEFeater’s marketing firm.
In late 2022, Gabrielle Amani, then 27, was also named in Forbes’ 30 under 30 list of North American entrepreneurs.
An alleged Mielle Organics-partnered video forced MEFeater to issue an apology to Beyoncé fans
In the video posted by MEFeater and seemingly sponsored by Mielle Organics, the anchor is seen asking random people about the “most overrated artist.” Two women in a video named Beyoncé caused an uproar online, forcing MEFeater to delete the video. Later, the magazine even issued an apology to the community.
Following the removal of the supposed Mielle Organics-sponsored video, the magazine shared:
“We deeply regret our recent post and how it negatively portrayed an icon we all admire and respect. We take full responsibility for not thoroughly reviewing the content before posting and for straying from the uplifting, inclusive space that MEFeater has created with our community.”
The statement further proclaimed how the interview didn’t “align with MEFeater’s values, mission.” The magazine also added how the video didn’t “reflect the values” of their sponsor.
After deleting the clip, the outlet confirmed that it is focusing on “implementing stronger review processes” for its social media team to avoid such occurrences. The statement further added:
“MEFeater has always been dedicated to celebrating and uplifting women and the culture, and we are committed to doing better! Thank you to our amazing community for holding us accountable, with love and good intention.”
MEFeater CEO Gabrielle Amani also took responsibility for the content in separate X posts. In one post, Amani assured her followers that such mistakes “won’t happen again” and that she was disappointed in the misrepresentation of MEF.
The online backlash continued for MEFeater and Mielle Organics
However, even after MEFeater’s apology, the magazine and Mielle Organics (the alleged sponsors) continued to receive online backlash. Some users were unhappy after the 35-time Grammy Award winner's name was excluded from the statement.
“Why yall didnt say her name like yall did in the video ?,” a user wrote.
“Why her name not in the apology? It was certainly in the video,” another user added.
“So Beyoncé's name and likeness was a good idea for engagement but not important enough to include in the apology? gross and negligent all the way around,” someone wrote.
“You were rage baiting and fishing for engagement and not only did it backfire, but you invited in a flurry of ageism and misogyny towards a black woman,” another one pointed out.
Mielle Organics is a hair care brand that is a rival to Beyoncé’s Cécred. Hence, many fans seemingly assumed the clip was an intentional diss at the Cowboy Carter singer. A user posted:
“So Mielle Organics sponsored that video calling Beyoncé old and overrated because of Cecred competition? This tea.”
Another user said:
“Just say your plan to denigrate beyonce under the sponsorship of @MielleOrganics failed.”
Someone quoted MEFeater’s deleted interview and wrote:
“That cécred x ulta launch def got y'all panicking @MielleOrganics.”
However, despite receiving the hate, Mielle Organics has avoided addressing the backlash, maintaining a distance from the controversy.
Your perspective matters!
Start the conversation
