In July, beauty influencer Huda Kattan, founder of Huda Beauty, posted a TikTok to her 2m followers. Dressed cosily in heart-patterned pyjamas, she chatted to the camera, her head sweetly cocked to one side, leaning into her perfectly French-manicured hand.

“Are you seeing what I’m seeing?” she said in an intimate, husky tone. What she had been seeing, the Iraqi-American then explained, was “all of the conspiracy theories coming out and a lot of evidence behind them that Israel has been behind the First World War, the Second World War, September 11 and October 7.”

At the time, the American Jewish Committee condemned the “spread of vile anti-Semitic conspiracy theories”, and the post was taken down.

That was in July. Fast forward to September, and Boots in the UK has Kattan’s face plastered in supersize format across the windows of their Covent Garden store.

“It feels like Boots are condoning anti-Semitism,” says Deborah Lyons, designer and co-founder of Fashion and Beauty Against Anti-Semitism (FABAA), which was formed in the wake of October 7. “It’s shocking – especially considering the accountability we expect nowadays for issues like racism and sexual harassment.”