High street brand Benefit Cosmetics got involved with the #MakeAMovieAFatty Twitter trend on 6 June, which consisted of incorporating derogatory terms about larger people into the name of a popular film.
Some of the suggestions tweeted from the Benefit UK Twitter account included Massive Mike, Fat And Furious and 50 Stone Of Grey.
Almost immediately, Benefit was bombarded with a backlash from followers who felt the trend was inappropriate and lambasted the brand for taking part.
Many beauty bloggers, including those who are considered role models for plus-size women, joined in with the criticism.
Cosmopolitan award-winner Gracie Francesca, aka The Ugly Face Of Beauty, tweeted:
Corners Of The Curve blogger Callie Thorpe added:
London Beauty Queen also weighed in:
The retro-inspired brand later issued an apology for the tweets, telling their 195,000 followers that they "made a mistake".
It was not enough to pacify furious critics of the brand, as a petition was launched using the hashtag #BoycottBenefit.
Adding salt into the wound, the US team wasted no time in distancing themselves from the scandal, insisting that the tweets do not "represent the brand".
Renowned plus-size model Tess Holliday, who is an ambassador for Benefit US, also expressed her views on the issues and made it clear that the tweets are not a reflection on the brand as a whole.