Sephora has officially cut ties with beauty influencer Olivia Jade in the wake of her famous mother, Lori Loughlin involvement in the national college admissions scandal. Her father, Mossimo Giannulli, was also indicted as it has come to light that her parents paid $500,000 in a bribery scheme to ensure she was accepted at USC.
“After careful review of recent developments, we have made the decision to end the Sephora Collection partnership with Olivia Jade, effective immediately,” a spokesperson for the beauty chain shared with Reuters in an email on Thursday.
The 19-year-old had a makeup partnership with the large cosmetics chain, which produced her Olivia Jade x Sephora palette. Sephora has already taken the page featuring the palette off their website and immediately removed it from the shelves of all stores. Yes, they are erasing any signs they worked with Jade.
Me refreshing Olivia Jade's social media pages to see if she's posted a statement yet pic.twitter.com/B1o8b3hl2j
— alli from the cul de sac (@anxietypartay) March 14, 2019
Along with having famous parents, Jade has become a YouTube beauty vlogger and social media sensation with millions of followers. She has a slew of partnerships that are starting to unravel in the aftermath of the “Operation Varsity Blues” scheme, including HP. Jade and her mother did a campaign for HP in 2017, but the company shared today it has scrubbed all content featuring the two women from its properties.
Other lucrative partnerships that are in jeopardy of being dissolved include Amazon, Dolce & Gabbana, Lulus, Marc Jacobs Beauty, Smashbox Beauty Cosmetics, Smile Direct Club, Too Faced Cosmetics, Boohoo, and Unilever’s TRESemmé. So far Sephora has been the only one to drop the beauty influencer officially.
Since news of the college admissions scandal broke, Sephora customers have been actively urging the company to part ways with Olivia Jade. It looks like the cosmetics company listened, which is a good indication that other brands will follow suit. Scandals are not too good for brand image or business, so it would not be surprising if more of Jade’s partnerships fall apart.
A tidbit that matters little, but it looks like Sephora may have pulled Olivia Jade's “Bronze & Illuminate Palette” from the site, listing it as “Out of Stock.” A cashed version of the site looks like it was still available before (see the "1” in the quantity compared to a “–”) pic.twitter.com/mamBGxF3VE
— Julia Arciga (@JuliaArciga) March 13, 2019
It is one hot mess, and Jade is smack dab in the middle of the college bribery scandal. The news Sephora dropped Oliva Jade does raise a couple of questions. Should the beauty influencer be punished for her parents’ actions? Does it depend on how involved the young woman was in the scheme or if she was even involved at all?
What do you think about the entire scandal and the ramifications it is having on the beauty influencer?