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Sephora announced on Thursday afternoon that it has ended its partnership with Lori Loughlin's YouTube star daughter Olivia Jade following a bitter backlash on social media in the days after her parents were charged in the college bribery scandal.
19-year-old Olivia, who is widely known as a social media and YouTube star with millions of followers, has worked with the brand for some time now, and last year even released her own palette as part of a collaboration with its in-house label Sephora Collection.
Beauty - Retailer - Partnership - Teen - Tuesday
But the popular beauty retailer has now terminated its partnership with the teen, after it was revealed on Tuesday that her Lori, 54, and her husband Mossimo Giannulli, 55, had been charged by the FBI for allegedly paying $500,000 in bribes to get her and her little sister into college.
'After careful review of recent developments, we have made the decision to end the Sephora Collection partnership with Olivia Jade, effective immediately,' the brand told DailyMail.com in a statement.
Decision - Store - Criticism - Online - Collaboration
The decision comes after the store faced bitter criticism online over the collaboration from customers who threatened to boycott Sephora stores if it did not cut ties with Olivia and remove all collaborative product from its shelves.
Sephora has not yet confirmed whether it is continuing to sell the Olivia Jade x Sephora Collection Bronze & Illuminate Palette in stores, however as of Thursday lunchtime it had been pulled from the company's website.
Influencers - Olivia - Lot - Money - Brands
Influencers like Olivia can make a lot of money from teaming up with brands to shill their products on Instagram and YouTube.
As well as Sephora, Olivia, who has 1.3 million Instagram followers and 1.9 million subscribers on YouTube, has had paid partnerships with Marc Jacobs Beauty, TRESemmé, Calvin Klein, Lulus, Amazon, SmileDirectClub, and WindsorStore.com, among others.
It seems that the partnership had been a profitable...
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