The trend of “womanface” has made significant waves in 2023. For those unfamiliar with the term, it describes individuals, primarily men, adopting exaggerated traditional female attire and mannerisms.

Many conservatives view this as inappropriate and draw parallels with the culturally insensitive “blackface.” One such instance involves Dylan Mulvaney.

In recent years, major brands have frequently collaborated with LGBTQ influencers to market their products, which some conservatives argue is a departure from traditional values and a shift towards embracing more progressive ideologies.

However, a recent paid Instagram advertisement from Mrs. Meyer’s Clean Day featuring Christopher Griffin, a self-proclaimed “black, queer, and nonbinary femme,” has become particularly controversial.

This advertisement, released in May 2023, was aimed at marketing Mrs. Meyer’s new “Compassion Flower” hand soap, with a commitment that $1 from each purchase would be used to transform vacant plots into gardens.

Mrs. Meyer’s, named after the real housewife Thelma Meyer — a mother of nine — has raised eyebrows within conservative circles.

Many wonder about the brand’s choice to use Griffin, a man without children who refers to himself as a “plant parent,” to endorse a product primarily targeted at women.

In this advertisement, Griffin, known as “PlantKween” on Instagram, is seen donning a headscarf, dress, high heels, and white sunglasses reminiscent of mid-century fashion.

The portrayal, which some conservative viewers argue is a caricature of women and homemaking, evokes imagery of Griffin emulating Mrs. Meyer.

The irony of the situation is underscored by the belief that, if a genuine woman were portrayed in a similar manner in a 2023 advertisement, the company might face backlash for perceived sexism.

The rationale behind Mrs. Meyer’s choice of Griffin as the representative for this particular ad remains unclear. Still, it does seem to support his broader mission, which he has articulated in numerous interviews: challenging traditional gender norms.

Griffin’s own words on Instagram highlight his perspective: “My gender has always been an experience. It was more than just being boyish or girlish, not limited to just being masculine or feminine, not restricted by the ideas of ‘manhood’ or ‘womanhood’.”

He goes on to express that his understanding of gender revolves around “transgressing those tragic gender norms we are taught as children … it was about reimagining myself in-between and beyond the gender binary, it has and will forever be about embracing the experience of myself without definition.”

Consequently, conservatives who purchase Mrs. Meyer’s products might be unintentionally supporting a narrative that challenges traditional views on gender, suggesting that recognizing gender differences is outdated and that binary gender roles are merely social constructs.