China haircare brand faces backlash as post depicting flirty ‘fake besties’ ‘betrays’ women
Promotional post implies that ‘fake best friends’ may attempt to seduce their friend’s boyfriend, latch onto any man they meet
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.
