Indie beauty brand owners have penned an open letter to Brad Pitt, requesting the actor to close his new venture Le Domaine Skincare.
The letter comes after the Fight Club star unveiled the genderless beauty brand on 22 September, a partnership with French winemakers Famille Perrin who supplied ingredients from its Château de Beaucastel vineyard.
Entrepreneurs from five beauty brands – Carra, Highr, Lionne, Ohana and Elth – were the original signatories, but more have offered support.
The group described Pitt's La Domaine as "another buzzy but ineffectual celebrity beauty brand".
They urged the celebrity to shut down his business to invest in small cosmetic businesses: "If this industry is an industry that you truly want to be a part of, then invest in or partner with us. Think of it as becoming our executive producer.
"Invest in early-stage founders who are already in the arena, building innovative solutions to make the industry more inclusive, sustainable, and climate-friendly."
Pitt joins a growing number of celebrities to enter the beauty industry.
Musician Travis Barker launched a CBD-infused skin care line in the same week as Pitt.
"Over the past few years, it seems that every celebrity feels like they can waltz into the industry that we have worked in our whole careers and gain the awareness overnight that we are so fighting for," the letter reads on notanothercelebritybrand.com.
"You, dear celebrities, have NO experience in this industry. And no, showing up to a photoshoot does not count as an experience. You never interned in this industry or started as a low-level employee.
"You will never have to haul your day’s orders to the post office or learn to code your own site.
"You will never not sleep because you don’t know how you’re going to pay your staff or for your inventory. But you will get recognition because you are a celebrity.
"We can’t waltz into your industry and star in a movie. If we could, we would so you would know how this feels.
"We find ourselves increasingly disillusioned by most new celebrity beauty brands and it appears that we are not alone in this.
"The internet is speaking up too and they are tired."