Skincare company TBH Skincare’s recent attempt to capitalize on a popular TikTok trend has resulted in widespread criticism and over 100,000 reactions on social media platforms. The video, originally posted on TBH Skincare’s Instagram account (@tbhskincare_), features employees chanting phrases like “Gen Z boss in a mini” and “itty bitty titties and a bob” while dancing in a circle.

The video is based on a TikTok trend known as “Boots and Slick Back Bun,” which originated from user @maisieisobel_ in late June 2024. In the original trend, participants describe their outfits in a chant-like manner, often with humorous or quirky phrases.

While the original trend has gained popularity among individual users and celebrities like Amy Poehler, TBH Skincare’s corporate adaptation has faced significant backlash. The video was reposted on X (formerly Twitter) by user Alkibiades_, where it quickly gained traction and sparked a range of reactions.

Many X users criticized the video for appearing forced and inauthentic. Some responses took a more extreme tone, with misogynistic and racially charged comments appearing in the thread.

Zoomer women on their way to pretend Millennials are more cringe than them (they are exactly the same) https://t.co/fX7misy8XV

— ⚡☈ᴇᴠᴇɴᴀɴᴛ💀 (@revenant_MMXX) July 11, 2024

every time this video comes up on my timeline i get a little more amenable to the saudi arabian approach to womens rights https://t.co/NyIU17xEms

— doomer (@uncledoomer) July 12, 2024

TBH Skincare’s Rachael Wilde said they found themselves “in the trenches of Twitter” and responded to the negative feedback in an IG video.

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Capitalizing on the attention, the company released another video in which the employees chanted the negative one-liners from X.

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