India, Aug. 5 -- Ulta Beauty is facing renewed backlash online after launching a new promotional campaign featuring non-binary influencer Jonathan Van Ness, the founder of JVN Hair.

The video, which highlights Van Ness's vision of inclusivity and self-expression through beauty, has sparked outrage among some internet users, leading to a resurgence of the hashtag #BoycottUltaBeauty on X (formerly Twitter).

"TIME TO BOYCOTT ULTA BEAUTY," one user posted.

"IF YOU ARE A REAL WOMAN , DO NOT MAKE THIS ULTRA WOKE COMPANY ANOTHER DIME," another shared.

"I have never shopped at an @ultabeauty store. During Covid they required masks and would not allow entry posted on the door, and this advertising will ensure I forever will never shop there. T...