A haircare brand in China has faced significant backlash for allegedly "demeaning women" and "promoting misogyny" in an online post that depicted "fake besties" as flirtatious, envious women who are willing to "seduce their best friend's boyfriend".
The controversy erupted on November 6 when Bee & Flower, known as Fenghua in Chinese, shared a post titled "See What True and Fake Besties Are Like" on its official Xiaohongshu account, which boasts nearly 160,000 followers.
Founded in 1984, Bee & Flower is celebrated as a flagship brand of Chinese domestic products, renowned for offering high-quality yet affordable haircare items.
Its conditioner became a household staple in the early 1990s, priced at just two to three yuan (40 US cents) per bottle, and was recognised as a Shanghai Famous Product in 1993 and 1994.
Despite various changes in packaging, the conditioner retains its status as a budget favourite, retailing for only 9.5 yuan for a 450ml bottle.
In the controversial post aimed at promoting its fragrance-infused shampoo and hair mask, the company attempted to distinguish between "real" and "fake" female friends.
The post provocatively characterised "fake best friends" as seductive, flirtatious, and envious women, implying they might "try to seduce their best friend's boyfriend and cling to every man they encounter".
It suggested that such individuals would boast: "Hey, look how perky my buttock is – it could hold up a soda bottle," in a manner deemed sexist and provocative to attract male attention.
Furthermore, these fake friends would insincerely encourage their friends to try various hair-dye treatments that could damage their hair, while "real friends" would advocate for Bee & Flower's nourishing products.
This messaging quickly drew widespread criticism, with many viewers accusing the brand of misogyny and demeaning women.
For instance, one female commenter stated: "If you're so misogynistic, why not just say you will not sell to us? Stop profiting off us while insulting us. Just sell your products to your 'real and fake brothers' instead!"
Another user questioned: "After barely surviving in the market, is this how you thank your female customers?"
This comment referenced the events of November 2021 when rumours surfaced that Bee & Flower was at risk of bankruptcy, prompting many sympathetic and loyal customers to purchase their products in a show of support for what was seen as a "gem of national brands".
Editor: CH
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