Faith Tap Reports: NYX Professional Makeup received backlash after featuring a bearded man in its recent ad.

On Sunday, the cosmetics brand posted a photo of a man wearing one of its Smooth Whip lip creams on its official Instagram page.

“@itsmechrxs making us whip out our Smooth Whip in Pom Pom REAL quick,” the company wrote in the caption.

After posting the photo, NYX Cosmetics received backlash on its various social media platforms. “Feminist: Women are just as good as men Also Feminist: Men are women too,” one Instagram user wrote with a laughing emoji.

On the company’s official Facebook page, one person commented, “This makes me want to not buy your products anymore.”

Users on Twitter also called the company out for going “woke,” including Sara Gonzales, the host of “The News” and “Why It Matters” on BlazeTV.