Transgender activist and TikTok personality Dylan Mulvaney is facing backlash over several brand deals centered around his gender transition journey.

Mulvaney, a man who identifies as a woman, gained millions of followers in recent months and now has partnerships with brands like Bud Light, Ulta Beauty, and Kate Spade.

Over the weekend, Mulvaney posted a video promoting Bud Light’s March Madness contest, which resulted in criticism from some viewers.

Bud Light confirmed the partnership on Tuesday, stating that it is an attempt to “authentically connect” with customers.

Mulvaney also shared a personalized beer can celebrating one year of his “Days of Girlhood” series.

Critics question the relevance of such deals to college basketball fans and the appropriateness of commercializing transgenderism.

Mulvaney’s partnerships with Ulta Beauty and Kate Spade have been particularly controversial, with detractors accusing him of insulting women and causing outrage among the companies’ consumer bases.

Ulta Beauty invited Mulvaney and a “gender-fluid” hairdresser to appear on their podcast, which led to such backlash that the company disabled comments on YouTube and Instagram.

In response, Ulta said, “We believe beauty is for everyone… we believe constructive dialogue is one important way to move beauty forward.”

Similarly, Kate Spade featured Mulvaney in a video last month, shopping for dresses and a “perfect spring outfit” at a New York store. This video also sparked controversy among viewers.

Following the Bud Light partnership criticism, Mulvaney shared an Instagram post wearing Zenvy leggings and an Alate bra by Nike Women, praising their comfort.

His TikTok account has featured him using Instacart for a “sleepover” celebration, discussing his dating life while using Crest toothpaste, and applying CeraVe skincare products.

Mulvaney’s influence has even reached the White House, as President Joe Biden hosted a discussion with him about “gender-affirming healthcare” last year.

Daily Wire host Matt Walsh commented on the Mulvaney-Bud Light deal, arguing that transgenderism is an inherently “progressive” movement that requires constant validation.

He said, “The trans person individually barely believes the claims he makes about himself and his own identity. His self-perception is this superficial, ephemeral thing. It’s a lie that he whispers constantly to himself, and he shouts it at the world and demands that it be shouted back to him.”

As Mulvaney continues to attract attention through his brand partnerships, the debate surrounding the commercialization of transgenderism and its impact on society is likely to persist.