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Benefit upset a lot of people by joining in on a 'fat-shaming' Twitter hashtag

The company made some contributions to #MakeAMovieAFatty .

BENEFIT COSMETICS ARE the latest brand to find themselves at the epicenter of a Twitter storm.

The UK branch of the company decided to join in on the #MakeAMovieAFatty hashtag with some er, creative contributions.

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The tweets have now been deleted, but it didn’t stop angry followers from calling them out on it.

People were really upset, claiming that the company was shaming their body size by adding to the joke

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I feel so exhausted having to explain my body to brands who want to laugh at me for the way I look! When you're a brand such as @BenefitUK
— Debz (@DebzLouiseBlog) July 6, 2015

Debz / Twitter

LOVING this @BenefitUK drama & by loving I mean researching other products to replace theirs with. Won't be getting £ from this fatty again.
— Amanda Elliott (@AmandaApparel) July 6, 2015

Amanda Elliott / Twitter

Re the @BenefitUK fat shaming hashtag. Any word yet if they're changing their name to Bene-Fat? Deary me. So poor guys. #BoycottBenefit
— Claire Pulls Pints (@LandladyClaire) July 6, 2015

Claire Deegan / Twitter

An explanation was posted soon after the tweets were deleted, with an apology coming soon after

Lovely Benebabes. We always get involved in hashtags that are trending. We are not poking fun at anybody. #laughteristhebestcosmetic xx
— Benefit Cosmetics UK (@BenefitUK) July 6, 2015

Benefit Cosmetics UK / Twitter

In relation to our previous tweets on movie titles we apologise for any offence caused; we're truly sorry.
— Benefit Cosmetics UK (@BenefitUK) July 6, 2015

Benefit Cosmetics UK / Twitter

But for some, it was too little too late

@BenefitUK Backtracking so hard it's affecting the rotation of the planet. The cognitive dissonance is strong in this one.
— (blitzø apologist) 🏳️‍⚧ protect trans kids 🏳️‍⚧ (@bobstheword) July 6, 2015

totes magotes ☆ / Twitter

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@BenefitUK oh yeah, a makeup company mocking fatties is soo funny and a great way to build brand loyalty.
— Rachel Bloom (@TheRachelBloom) July 6, 2015

Rachel Bloom / Twitter

But not everyone agreed that the hashtag was offensive, with many sticking up for Benefit, claiming people were being far too touchy

@BenefitUK no idea what this is bout but ppl r so bloomin touchy , don't worry!
— angela hedley (@ancada) July 6, 2015

angela hedley / Twitter

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Either way, pray for whoever runs the Benefit social media accounts right now.

The phrase ‘play like a girl’ was brilliantly redefined on the internet last night>

This Irish girl is going viral on Facebook for explaining why she doesn’t eat animals>

Author

Nicola Byrne

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Benefit upset a lot of people by joining in on a 'fat-shaming' Twitter hashtag

People were really upset, claiming that the company was shaming their body size by adding to the joke

Whoops!

We couldn't find this Tweet

An explanation was posted soon after the tweets were deleted, with an apology coming soon after

But for some, it was too little too late

Whoops!

We couldn't find this Tweet

But not everyone agreed that the hashtag was offensive, with many sticking up for Benefit, claiming people were being far too touchy

Whoops!

We couldn't find this Tweet

The phrase ‘play like a girl’ was brilliantly redefined on the internet last night>

This Irish girl is going viral on Facebook for explaining why she doesn’t eat animals>