Paris-based multi-national beauty chain Sephora is dropping Lori Loughlin’s influencer daughter from their brand partnership amidst a nationwide university cheating scandal.
“After a careful review of recent developments, we have made the decision to end the Sephora Collection partnership with Olivia Jade, effective immediately,” the beauty brand on Thursday told The Hollywood Reporter in a statement.
Olivia Jade Giannulli — daughter of Loughlin and fashion designer Mossimo Giannulli — is a beauty blogger, social media star and YouTuber with 1.9 million subscribers on the video platform and another 1.3 million on Instagram. She also appears in a brief scene in Eighth Grade when Kayla (Elsie Fisher) watches a makeup tutorial on YouTube.
Giannulli started school at USC last fall and posts fashion, makeup and lifestyle videos (many with college-oriented titles) on YouTube. One of her videos, titled “Olivia Jade x Sephora collection (holy sh*t),” focuses on her collaborative makeup palette, the Olivia Jade x Sephora Collection Bronze & Illuminate Palette, which was available for sale on the beauty giant’s website for $28 on Tuesday but was “no longer available” as of Wednesday and has now been pulled from the site.
In the past two years, Olivia Jade has scored sponsorship deals with beauty and fashion companies Too Faced, Tresemme, Smashbox, Marc Jacobs Beauty, Lulus, Boohoo and Dolce & Gabbana beauty, as well as HP Inc. Haircare brand Tresemme told THR on Thursday it will no longer work with Olivia Jade.
“Lulus has not worked with Olivia Jade since August 2018 and we have no plans to do so in the future,” said Colleen Winter, co-founder and CEO, to THR in a statement on Thursday.
In a statement to THR on Wednesday, HP said the company worked with both Loughlin and Olivia Jade in 2017 “for a one-time product campaign. HP has removed the content from its properties.” The company added, “HP does not currently have a relationship with either of them.”
And on Friday, The Estee Lauder Companies Inc. (umbrella to the brands Too Faced and Smashbox that Giannulli has partnered with in the past) told THR that they “have no current campaigns with Olivia Jade and no plans to work with her in the future.”
Other brands have thus far declined to comment.
March 14, 2:55 p.m.: Updated with statement from Lulus.
March 14, 3:50 p.m.: Updated with statement from Tresemme and addition from HP.
March 15, 3:30 p.m.: Updated with Eighth Grade involvement.
March 15, 6:39 p.m.: Updated with statement from Estee Lauder Companies.
