Contributed by Diamond Bullock

Honey Pot, a Black-owned plant-based feminine hygiene product line, received a significant amount of backlash due to its latest Target commercial. In the 30 second commercial, Honey Pot founder Beatrice Dixon discusses her journey establishing her company as a Black woman.

“The reason why it’s so important for Honey Pot to do well, is so the next black girl that comes up with a great idea, she could have a better opportunity. That means a lot to me.” This line did not sit well with the white female demographic.

Immediately after the commercial debuted on Feb. 4, a flood of racist and negative reviews were posted on Trustpilot, a website dedicated to customer reviews. Dixon was accused of blatantly excluding white females and prioritizing Black females with her products. A few reviewers went as far as to use racist slurs to insult Dixon personally. Majority of the reviewers claimed that they would not support the business any longer. To highlight the brand’s mission of inclusivity, Dixon responded with the company’s tagline: Made by humans with vaginas, for humans with vaginas.

However, Dixon’s sales rose due to the support from the Black female community that witnessed the unwarranted accusations of racism. During the weeks after the commercial debuted, Honey Pot sales increased from 20% to 30%. After the flood of racist backlash on Trustpilot, Honey Pot sales increased 40% to 50%. Supporters went to social media to advocate for Dixon and the Honey Pot by posting about the brand and the products they purchased.

Eventually, Dixon told Buzzfeed News: “I can’t expect them to understand the plight of what it is to be a black woman co-founder in business.”

A Target spokesperson released an official statement: “Target has a longstanding commitment to empowering and investing in diverse suppliers that create a broad variety of products for our guests. We’re proud to work with Bea Dixon and The Honey Pot team to highlight Bea’s journey to build her brand and bring her products to Target.”

Honey Pot’s chemical-free feminine hygiene products, including tampons, sanitary napkins, wipes, and cleansers, are available in-stores at Target and online at thehoneypot.co