Bretman Rock is coming for the beauty community.
The content creator-turned-author recently went viral after explaining why they no longer identify as a beauty guru. Sitting down with THEM, Bretman reflected on his rise to viral stardom and reacted to old content.
In one part of the interview, Bretman reflected on an old live-stream clip where they announced that they no longer wish “to be tied with the beauty community” and is “not a beauty guru.”
“The girls were not happy with this video,” Bretman begins. “Ultimately, I said what I said, and I meant what I said.”
They then went on to explain how “white people ruined the beauty community,” where beauty creators started prioritising turning a profit and creating drama over producing quality content for their viewers.
“It just became a money industry, and like, it just became an ick to me… when did beauty become so ugly? ” they said. “It is no longer a beauty community… y’all do not even know to apologise? It is as simple as addressing what you did, saying sorry and never doing it again.”
With numerous OG beauty creators cancelled for racist comments and their lacklustre apologies, pop culture enthusiasts have since applauded Bretman for his honest take on the beauty industry.
“I agree with Bretman about the beauty community. Between the whole Jeffree/Shane/Tati/James drama and the disastrous Laura lee apology, it became an absolute train wreck. Most of these troublesome gurus have one thing in common: they shift blame and never take responsibility,” one viewer commented.
“His stance on the digital beauty community is absolutely true. I was following Michelle Phan for so long, and even herself admitted that she had to step back and take a long break because she was losing herself in the money machine,” another wrote.
Meanwhile, other viewers have gone on to criticise Bretman, claiming that they were being hypocritical. These users have pointed out how Bretman used contractions and uses phrases common in African American Vernacular English (AAVE) throughout the interview.
Like I said non black Americans (that includes black Africans) should stop trying to speak in Ebonics, because you guys just sound AWFUL https://t.co/ODngia4lpp
— judy🌈 (@athenasofty) February 25, 2023
Given that they have been called out for using AAVE in the past, many viewers argue that Bretman does not hold themself to the standard they expect from other creators.
“The funny thing is he literally also part of the reason why the beauty industry has gone down bad . He is one of the many influencers who uses AAVE and play the “sassy BW” [Black woman] trope,” one Twitter user wrote.
With all the drama that has come with the beauty community in the past, no one can blame Bretman for not wanting to be associated with this corner of the internet. But as they continue to face backlash for using AAVE, it’s clear that taking accountability is more important than ever, no matter what niche online community you are a part of.